Marketing Channels. A
Relationship Management Approach
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. This book
is a combination of text, cases, and readings. It contains coverage of global and ethical
issues. Careful attention is paid to the pacing of material throughout the semester.
Features
- Many of the following
features found in the first edition will be retained: Each chapter begins with an extended
Metaphor, channel surfing boxes, and End-of-chapter elements include Key Terms, Chapter
Summary, Channel Challenges (open-ended questions that lend themselves to use as projects
or discussion questions), and Review Questions.
- Chapter Opening Extended
Metaphor: this element describes a situation from the real world - from Olympic sports to
military strategy to flying trapeze artists. These analogies explain an important topic in
that chapter and to emphasize that topic's importance within the channels framework.
- Cases contained at the end
of sections correspond directly to chapter content, so students can see how concepts
learned are applied to real companies and real situations.
- Most of the readings were
commissioned specifically for this text, so material really applies to the channels
approach. These readings are also on the author-created/maintained website and will be
updated to show both successes and failures.
- Every chapter contains
several Channel Surfing boxes: short, timely vignettes that further illustrate important
principles in the chapter. The Channel Surfing boxes always include a set of Points to
Ponder discussion questions so students can apply chapter knowledge to solve the dilemmas
the Channel Surfing companies/individuals are facing.
- Also included are Channel
Profiles: biographical sketches of young marketing channels practitioners in a variety of
channel roles, including franchising, logistics, retail distribution, and wholesaling.
Students will see channels concepts applied by channels professionals.
- Channels Relationship
Council feature in Chapter 18 is an assemblage of more seasoned practitioners who offer
their insights on the strategic implications and likely future of marketing channels.
Supplements:
Video: A Relationship Management Approach to accompany Marketing Channels, Instructor's CD
w/Manual, Test Bank and PowerPoints, Web Site to Accompany Marketing Channels
Table of Contents
Part I. MARKETING CHANNELS
FRAMEWORK
- 1.
Marketing Channels: Information-Driven, Customer-Steered
- 2.
Channel Roles in a Virtual Marketplace
- 3.
Attaining Competitive Advantage Through Channel Design
- 4.
Marketing Mix and Relationship Marketing
- Part
I Cases
- 1.1
Compaq Computer Corporation: The Dell Challenge
- 1.2
Sunshine Juice Company
- 1.3
Eggsercizer: "The World's Smallest Exercise Machine"
- 1.4
Opus One: A Marriage of Wine-Making Magnates
Part II. CHANNEL EXOSYSTEMS
- 5.
Managing Uncertainty in the Channel Environment
- 6.
Channel Relationships in the Global Village
- 7.
Legal and Ethical Imperatives in Channel Relationships
- Part
II Cases
- 2.1
Wal-Mart Stumbles with Hong Kong Shoppers
- 2.2
Partnering for Success: Federal Express and Netscape Join Forces for Information
Technology
- 2.3
Necessity to Luxury: Cool Moves-The Cooling of Two Countries
Part III. CHANNEL
MICROSYSTEMS
- 8.
Conflict Resolution Strategies
- 9.
Information Systems and Relational Logistics
- 10.
Developing Positive Channel Relationships
- Part
III Cases
- 3.1
SAP/Microsoft: Dancing with the Bear
- 3.2
Ameriserve
- 3.3
Indiana Wine Grape Council
- 3.4
Factory Direct Selling by Cironi's Sewing Center
Part IV. CHANNEL MESOSYSTEM
- 11.
Transactional Costs and Vertical Marketing Systems
- 12.
Franchising in the Global Economy
- 13.
Developing Long-Term Value
- 14.
Strategic Partnering Agreements
- Part
IV Cases
- 4.1
The Country's Best Yogurt
- 4.2
Tom, Dick, and Harry Consider a Pretzel Franchise
- 4.3
MEMC: The Silicon Wafer Industry
- 4.4
Divorce on the Alliance Highway
- 4.5
EQUILON: A Texaco/Shell Strategic Partnership
514 pages