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36 reviewsISBN-10 : 1292023503
ISBN-13 : 9781292023502
Author: Erin Anderson, Louis W. Stern, Adel Anne Coughlan
For advanced undergraduate and/or graduate-level courses in Distribution Channels, Marketing Channels or Marketing Systems. Marketing Channels shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.
I. INTRODUCTION AND ANALYTIC FRAMEWORK FOR THE BOOK.
1. Marketing Channels: Structure and Functions.
2. An Analytic Framework for Channel Design and Implementation.
II. CHANNEL DESIGN: DEMAND, SUPPLY, AND COMPETITION.
3. Segmentation for Marketing Channel Design: Service Outputs.
4. Supply-Side Channel Analysis: Channel Flows and Efficiency Analysis.
5. Supply-Side Channel Analysis: Channel Structure and Membership Issues.
6. Gap Analysis.
7. Vertical Integration: Owning the Channel.
III. CHANNEL IMPLEMENTATION AND PERFORMANCE MEASUREMENT.
8. Channel Power: Getting It, Using It, Keeping It.
9. Managing Conflict to Increase Channel Coordination.
10. Channel Implementation Issues Regarding Distribution Intensity and Vertical Restraints.
11. Strategic Alliances in Distribution.
12. Legal Constraints on Marketing Channel Policies.
IV. CHANNEL INSTITUTIONS.
13. Retailing.
14. Non-Store Retailing and Electronic Channels.
15. Wholesaling.
16. Logistics and Supply Chain Management.
17. Franchising.
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Tags: Marketing Channels, Erin Anderson, Louis Stern, Adel Anne Coughlan