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Full Description
This book aims to revisit the "traditional" interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future.
When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers' purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.
Contents
Chapter 1. Estimating Demand with Constrained Data and Product Substitutions.- Chapter 2. Selling Innovative Products to Anxious Consumers.- Chapter 3. Buyer Valuation Uncertainty and Firm Information Provision Strategies.- Chapter 4. Optimizing Promotions for Multiple Items in Supermarkets.- Chapter 5. Optimization of Operational Decisions in Digital Advertising: A Literature Review.- Chapter 6. New Models of Strategic Customers in the Age of Omnichannel Retailing.- Chapter 7. On-Demand Customization and Channel Strategies.- Chapter 8. Price Matching Strategy: Implications of Consumer Behaviour and Channel Structure.- Chapter 9. Collaborative Micro-Retailing in Developing Economies.- Chapter 10. The History and Progression of Sustainability Programs in the Retail Industry.
