Retail and Channel Marketing (Broché)

This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors' and the manufacturers' perspectives. A winning go-to-market strategy is a fundamental driver of competitive advantage. Manufacturers today have to find new ways to manage their channel relationships with evolving distributors. Besides being big economic players, distributors are also very effective in marketing activities, with the advantage of being in constant contact with the end-customer.
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 as industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing. Key features : chapter summary to support learning ; managerial examples through short practical cases ; questions that can be used to promote discussion or set as an assignment ; theoretical insights in boxes for further investigation ; specified learning objectives ; main research evidences highlighted in dedicated boxes ; detailed glossary.
This detailed text is ideal for courses introducing the channel and retail marketing domain to graduate marketing and management programmes.