Retail and Channel Marketing

Sandro Castaldo, Katia Premazzi, Monica Grosso (Autoren)

Buch | Hardcover

288 Seiten

2013
Edward Elgar Publishing Ltd (Verlag)
978-1-78254-618-4 (ISBN)

Infos

This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors' and the manufacturers' perspectives.Retail trends, marketing and innovation, e-commerce, channel marketing and multi-channel management, are comprehensively covered, alongside theoretical and managerial issues. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing.

Key features:






Managerial examples through short practical cases
Theoretical insights in boxes for further investigation
Main research evidences highlighted in a chapter summary
Questions that can be used to promote discussion or set as an assignment
Specified learning objectives
Detailed glossary




This detailed text is ideal for courses introducing the channel and retail marketing domain to graduate marketing and management programmes.

Autor

Sandro Castaldo, Professor of Marketing, Bocconi University, Italy, Monica Grosso, Associate Professor of Marketing, emlyon business school, France and Katia Premazzi, Fellow Professor of Marketing, SDA Bocconi School of Management, Italy

Inhalt

Contents: Preface Part I: Retailing 1. The Retail Sector 2. Retail Marketing 3. Retail Innovation 4. Retail Branding 5. A Brief History of Retailing Part II: Channel Management 6. Channel Design 7. Channel Marketing 8. E-tailing 9. Multi and Omni-channel Management Bibliography Glossary Index

Produkt-Details

• Erscheint lt. Verlag: 28.6.2013
• Verlagsort: Cheltenham
• Sprache: englisch
• Maße: 169 x 244 mm
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 1-78254-618-9 / 1782546189
• ISBN-13: 978-1-78254-618-4 / 9781782546184
• Zustand: Neuware