Marketing Channel Strategy: An Omni-Channel Approach, 8th Edition (Paperback) book cover

Marketing Channel Strategy

An Omni-Channel Approach, 8th Edition

By Robert W. Palmatier, Louis W. Stern, Adel I. El-Ansary

Routledge

496 pages

Purchasing Options:$ = USD
Paperback: 9780133357080
pub: 2016-09-09
$185.00
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Hardback: 9781138440869
pub: 2017-07-07
$195.00
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eBook (VitalSource) : 9781315506456
pub: 2016-06-03
from $111.00


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Description

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.

Table of Contents

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

About the Authors

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.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS063000
BUSINESS & ECONOMICS / Strategic Planning