Marketing Channel Strategy An Omni-Channel Approach/ Robert W. Palmatier, Eugene Sivadas, Louis W. Stern and Adel I. El-Ansary
Material type:
- 9780367423957
- 658.87 PAL
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658.87 PAL Marketing Channel Strategy An Omni-Channel Approach/ | 658.87 PAL Marketing Channel Strategy An Omni-Channel Approach/ | 658.87 PAL Marketing Channel Strategy An Omni-Channel Approach/ | 658.87 PAL Marketing Channel Strategy An Omni-Channel Approach/ | 658.87 THO Retailization : brand survival in the age of retailer power / | 658.870954 DES Social marketing in India / | 658.870954 DES Social marketing in India / |
including index
The omni-channel ecosystem
Channel basics
Channel power
Channel relationships
Channel conflict
Retailing structures and strategies
Wholesaling structures and strategies
Franchising structures and strategies
Channels and international markets
End-user analysis: segmentation and targeting
Omni-channel strategy
"Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book."-back cover
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