Marketing Channel Strategy: An Omni-Channel Approach

Robert W. Palmitier, et. all.

Informasi Dasar

20.21.1289
658.802
Buku - Elektronik (E-Book)
21

The primary goal for this Ninth Edition, as reflected in the change in the title—from Marketing Channel Strategy to Marketing Channel Strategy: An Omni-Channel Approach— has been to create a completely repositioned, comprehensive, research-based, readable, action-oriented guide for practicing managers and managers-in-training with an interest in how to adopt and apply real-world omni-channel strategies. This edition of the book is structured to provide background knowledge and process steps for understanding, designing, and implementing high-performing omni-channel strategies. Many significant changes have been made to the Ninth Edition. A new omni-channel strategy framework, introduced in Chapter 1, defines the structure of the rest of this book, providing an approach that guides managers through the steps necessary for developing and implementing an omni-channel strategy. We offer a distinction between omni-channel and multi-channel strategies in this chapter, outline the tasks and functions of channel members, and provide a snapshot of the various actors involved in a marketing channel ecosystem. This chapter also addresses topics such as going to market with an omni-channel strategy and the five trends driving the growth of omni-channels.

Subjek

MARKETING STRATEGY
 

Katalog

Marketing Channel Strategy: An Omni-Channel Approach
978-0-429-29199-9
373p.: pdf file.;4 MB
English

Sirkulasi

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Tidak

Pengarang

Robert W. Palmitier, et. all.
Perorangan
 
 

Penerbit

Routledge
New York
2020

Koleksi

Kompetensi

 

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