Marketing Channels Strategy (GE) 8/e

　　Marketing Channels 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.

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

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

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

作者簡介

Robert W. Palmatier
　
　　現職：University of Washington's Foster School

Louis W. Stern

　　現職：Northwestern University

Adel I. El-Ansary

　　現職：University of North Florida

Part I Introduction
Ch 1 Understanding Channel Strategies

Part II Designing Channel Strategies
Ch 2 End-User Analysis: Segmenting and Targeting
Ch 3 Channel Analysis: Auditing Marketing Channels
Ch 4 Make-or-Buy Channel Analysis
Ch 5 Designing Channel Structures and Strategies

Part III Channel Structures and Strategies
Ch 6 Retailing Structures and Strategies
Ch 7 Wholesaling Structures and Strategies
Ch 8 Franchising Structures and Strategies
Ch 9 Emerging Channel Structures and Strategies

Part IV Implementing Channel Strategies
Ch10 Managing Channel Power
Ch11 Managing Channel Conflict
Ch12 Managing Channel Relationships
Ch13 Managing Channel Policies and Legalities
Ch14 Managing Channel Logistics