Publisher's Synopsis
This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors' and the manufacturers' perspectives.
Retail trends, marketing and innovation, e-commerce, channel marketing and multi-channel management, are comprehensively covered, alongside theoretical and managerial issues. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing.
Key features:
- Managerial examples through short practical cases
- Theoretical insights in boxes for further investigation
- Main research evidences highlighted in a chapter summary
- Questions that can be used to promote discussion or set as an assignment
- Specified learning objectives
- Detailed glossary
This detailed text is ideal for courses introducing the channel and retail marketing domain to graduate marketing and management programmes.
