MARKETING CHANNELS. A RELATIONSHIP MANAGEMENT APPROACH. PELTON L., STRUTTON D., LUMPKIN J. Księgarnia

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 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 III. CHANNEL MICROSYSTEMS

8. Conflict Resolution Strategies
9. Information Systems and Relational Logistics
10. Developing Positive Channel Relationships

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

514 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.