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Marketing channels

By: Coughlan, Anne T.
Contributor(s): Anderson, Erin | Stern, Louis W | El-Ansary, Adel I.
Publisher: New Delhi PHI Learning Private Limited 2008Edition: 7th ed.Description: xxii, 602 p.ISBN: 9788120336339.Subject(s): Marketing ChannelsDDC classification: 658.84 Summary: Written in the language of business and using examples taken from all over the world, this book shows readers 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 book 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. KEY TOPICS- Channel Design- 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. Electronic Channels and Non-Store Retailing. Wholesaling. Logistics and Supply Chain Management. Franchising. MARKET- For managers and marketers interested in Distribution Channels, Marketing Channels, or Marketing Systems.
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Books Vikram Sarabhai Library
Slot 2191 (2 Floor, East Wing) 658.84 C6M2/2006 (Browse shelf) Available 166619

Written in the language of business and using examples taken from all over the world, this book shows readers 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 book 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. KEY TOPICS- Channel Design- 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. Electronic Channels and Non-Store Retailing. Wholesaling. Logistics and Supply Chain Management. Franchising. MARKET- For managers and marketers interested in Distribution Channels, Marketing Channels, or Marketing Systems.

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