Marketing channels : a management view /
Marketing Channels: A Management View by Bert Rosenbloom provides a comprehensive examination of the design, management, and performance of marketing channels. The book explains how products and services move from producers to final consumers through wholesalers, retailers, agents, distributors, and...
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| Formato: | Libro |
| Publicado: |
Mason, Ohio :
Thomson/South-Western,
c2004.
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| Edición: | 7th ed. |
| Materias: | |
| Acceso en línea: | http://www.loc.gov/catdir/enhancements/fy1215/2002116683-d.html http://www.loc.gov/catdir/enhancements/fy1215/2002116683-t.html http://www.loc.gov/catdir/enhancements/fy1302/2002116683-b.html |
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| Sumario: | Marketing Channels: A Management View by Bert Rosenbloom provides a comprehensive examination of the design, management, and performance of marketing channels. The book explains how products and services move from producers to final consumers through wholesalers, retailers, agents, distributors, and other intermediaries. It emphasizes that effective channel management is a strategic source of competitive advantage because it improves customer satisfaction, reduces distribution costs, and increases market coverage. The book explores the process of designing marketing channels, selecting channel members, motivating and evaluating intermediaries, managing channel conflicts, and adapting channel strategies to changing market conditions. It also discusses the impact of globalization, technological innovation, e-commerce, and changing consumer behavior on channel management. Practical examples and case studies illustrate how organizations develop efficient distribution systems and maintain strong relationships with channel partners. |
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| Descripción Física: | xx, 649 p. : ill. ; 26 cm. |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 0324186932 9780324186932 |