TY  - BOOK
AU  - Palmatier,Robert W.
AU  - Stern,Louis W.
ED  - 
TI  - Marketing channel strategy: an omni-channel approach. 
SN  - 9781292060460
AV  - HF5415.129.P35  
U1  - 658.87 23
PY  - 2015///
CY  - New York, London
PB  - Routledge Taylor & Francis Group
KW  - Marketing channels
KW  - Marketing
KW  - Management
KW  - fast
N1  - Published 2016 by Routledge; Includes bibliographical references and index; Contents: 1. Introduction: Understanding channel strategies -- 2. Designing Channel strategies: End-user analysis; Segmenting and targeting -- Channel analysis; auditing marketing channels -- Make-or-buy channel analysis -- Designing channel structures and strategies -- 3. Channel structures and strategies: Retailing structures and strategies -- Wholesaling structures and strategies -- Franchising strategies and strategies -- Emerging channel structures and strategies -- 4. Implementing channel strategies: Managing channel power -- Managing channel conflict -- Managing channel relationships -- Managing channel policies and legalities -- Managing channel logistics --
N2  - Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book
ER  -