Marketing Channels: United States Edition - Rilegato

Coughlan, Anne; Anderson, Erin; Stern, Louis W.; El-Ansary, Adel

Rilegato

ISBN 10: 0130127728 ISBN 13: 9780130127723

Casa editrice: Pearson, 2001

Riassunto

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.

Su questo libro

Dalla quarta di copertina:

This book is intended for an international audience of practicing and future managers. The subject is marketing channels, the companies that come together to bring products and services from their point of origin to the point of consumption. Marketing channels are the downstream part of a value chain. The originator of goods or services gains access to a market through marketing channels. Channels of distribution are a critical element of business strategy.

The ideas in this book apply to any channel for any product or service in any market. The generality of the book is shown in its many examples taken from all over the world. These cover a wealth of different products and services, sold to businesses and consumers, selected from the worldwide business press, research, and consulting. Examples range from autopsies, dog and cat food, personal computers, pleasure boats, and dolls, to stereo speakers, fast food, tires, garden products, and fast-moving consumer goods; and from maternity clothing, uninterruptible power supplies, and maintenance, repair, and operating (MRO) goods, to furniture, automobiles, airline travel services, and mutual funds. The variety of the examples reinforces the generality of the principles. As is appropriate for an international readership, the presentation of each example assumes that the reader is unfamiliar with the product or market in question. The book presents the concepts needed to frame the problem, then explores the channel issues in depth by means of the examples.

Product Description:

Book by Anne T Coughlan Erin Anderson Louis W Stern

Su questa edizione

• Editore: Pearson
• Data di pubblicazione: 2001
• ISBN 10: 0130127728
• ISBN 13: 9780130127723
• Rilegatura: Copertina rigida
• Numero edizione: 6
• Numero di pagine: 590