Building a route to market is fundamental to sales and survival. This book demystifies marketing channel strategy by focusing on how to do channel design and management. We provide practical tools and frameworks for key decisions and highlight the critical tradeoffs and pitfalls. Many channel strategies are built like the wood towers used in popular stacking games. You hope your tower is sturdy and strong. But over time, you may replace or add partners, add or subtract routes to market, and change your product lines - so your channel strategy must adapt in order to prevent your tower from collapsing or breaking apart. This Field Guide introduces you to the channels landscape, helps you understand your building block options, and unpacks the physics of adding and subtracting channel components, to give you the tools you need to keep your go-to-market strategy resilient, responsive, and a source of competitive advantage.
本书内容包括:营销渠道的内涵, 营销渠道战略模式, 营销渠道结构设计, 营销渠道成员选择, 营销渠道成员激励, 营销渠道权力与控制等9章.
Management in Marketing Channels
Instructor's Manaul Management in Marketing Channels
与Prentice Hall出版公司合作出版据原书第五版影印
Management in Marketing Channels
Marketing Channel Management: Instructor's Manual
Marketing Channels
Policies Toward Distribution Systems and Marketing , ” offers an in - depth analysis of the significant changes in ... Kakeda concludes that Japan's distribution channels , although still unique , have changed in recent years in ways ...
This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book.
Cases in Marketing Channel Strategy