Marketing Channel Strategy

8. Auflage 2014
ISBN: 978-0-13-335708-0
Verlag: PRENTICE HALL

Buch, Englisch, 496 Seiten, Format (B × H): 178 mm x 231 mm, Gewicht: 590 g

For advanced undergraduate and/or graduate-level courses in Distribution Channels, Marketing Channels or Marketing Systems.

Marketing Channel Strategy shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.
This program will provide a better teaching and learning experience—for you and your students. Here’s how:

- Bring Concepts to Life with a Global Perspective: Varied topics are covered, bringing in findings, practice, and viewpoints from multiple disciplines.

- Teach Marketing Channels in a More Flexible Manner: Chapters are organized in a modular format, may be read in any order, and re-organized.

- Keep your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.

Autoren/Hrsg.

Palmatier, Robert W.

Palmatier, Robert

Stern, Louis W.

Stern, Louis

El-Ansary, Adel I.

El-Ansary, Adel

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part I: Introduction 1. Understanding Channel Strategies Part II: Designing Channel Strategies 2. End-User Analysis: Segmenting and Targeting 3. Channel Analysis: Auditing Marketing Channels 4. Make-or-Buy Channel Analysis 5. Designing Channel Structures and Strategies Part III: Channel Structures and Strategies 6. Retailing Structures and Strategies 7. Wholesaling Structures and Strategies 8. Franchising Structures and Strategies 9. Emerging Channel Structures and Strategies Part IV: Implementing Channel Strategies 10. Managing Channel Power 11. Managing Channel Conflict 12. Managing Channel Relationships 13. Managing Channel Policies and Legalities 14. Managing Channel Logistics

Über Autor(innen)

Robert W. Palmatier is Professor of Marketing and John C. Narver Endowed Professor in Business Administration at the Foster School of Business, University of Washington, USA.

Louis Stern is John D. Gray Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University, USA.

Adel I. El-Ansary is the Donna L. Harper Professor of Marketing at the University of North Florida, USA.

Erin Anderson was the John H. Loudon Chaired Professor of International Management and Professor of Marketing at INSEAD, France. Sadly, she passed away in 2007.