Pub. Date:
McGraw-Hill Higher Education
Marketing Channels: A Relationship Management Approach

Marketing Channels: A Relationship Management Approach


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Product Details

ISBN-13: 9780256178029
Publisher: McGraw-Hill Higher Education
Publication date: 10/28/1996
Series: The Irwin Series in Marketing
Edition description: Older Edition
Pages: 728
Product dimensions: 8.31(w) x 9.44(h) x 1.32(d)

Table of Contents

Part I. MARKETING CHANNELS FRAMEWORK1. 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 (and more...)

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