Marketing Channel 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 Channel 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.
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
◎作者：Robert W. Palmatier
現職：University of Washington's Foster School
◎作者：Louis W. Stern
現職：Northwestern University
◎作者：Adel I. El-Ansary
現職：University of North Florida