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Marketing Channels

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Marketing Channels

Marketing Channels

590 pages, parution le 15/01/2001 (6eme édition)

Résumé

For one-quarter/semester, senior/graduate-level courses in Distribution Channels, Marketing Channels, or Marketing Systems.

This best-selling text has a new look and a new author helping to keep this classic at the leading edge of Channels research. Using examples taken from all over the world, this text shows students how to design, develop, and maintain effective relationships among channel members to achieve sustainable competitive advantage by using both strategic and managerial frames of reference. It emphasizes strategies for planning, organizing, and controlling the alliances among the institutions, agencies, and in-house units that bring products and services to market. The text focuses on the way in which marketing channels can provide customer service-both for the end-users they serve and the organizations that comprise them.

L'auteur Anne Coughlan

Northwestern University

L'auteur Erin Anderson

INSEAD

L'auteur Louis W. Stern

Northwestern University

L'auteur Adel El-Ansary

University of North Florida

Sommaire

  • Introduction And Analytic Framework For The Book
    • Marketing Channels: Structure and Functions
    • An Analytic Framework for Channel Design and Implementation
  • Channel Design: Demand, Supply, And Competition
    • Segmentation for Marketing Channel Design: Service Outputs
    • Supply-Side Channel Analysis: Channel Flows and Efficiency Analysis
    • Supply-Side Channel Analysis: Channel Structure and Membership Issues
    • Gap Analysis
    • Vertical Integration: Owning the Channel
  • Channel Implementation And Performance Measurement
    • Channel Power: Getting It, Using It, Keeping It
    • Managing Conflict to Increase Channel Coordination
    • Channel Implementation Issues Regarding Distribution Intensity and Vertical Restraints
    • Strategic Alliances in Distribution
    • Legal Constraints on Marketing Channel Policies
  • Channel Institutions
    • Retailing
    • Non-Store Retailing and Electronic Channels
    • Wholesaling
    • Logistics and Supply Chain Management
    • Franchising
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Caractéristiques techniques du livre "Marketing Channels"

  PAPIER
Éditeur(s) Prentice Hall
Auteur(s) Anne Coughlan, Erin Anderson, Louis W. Stern, Adel El-Ansary
Parution 15/01/2001
Édition  6eme édition
Nb. de pages 590
Format 17,5 x 23,5
Couverture Broché
Poids 855g
Intérieur Noir et Blanc
EAN13 9780130338426

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