This was intended to be a collection of chapters for a first draft of a future textbook dealing with topics related to channel marketing. The first part analyses the nature, structure, evolution of the commercial sector and company. The issues related to channel design and management are then considered, with a deeper analysis of relevant domains for potential conflict or cooperation such as innovation, product assortment and store brands, e-commerce and multi-channel interfaces.
Channel Marketing
CASTALDO, SANDRO;GROSSO, MONICA;PREMAZZI, KATIA
2012
Abstract
This was intended to be a collection of chapters for a first draft of a future textbook dealing with topics related to channel marketing. The first part analyses the nature, structure, evolution of the commercial sector and company. The issues related to channel design and management are then considered, with a deeper analysis of relevant domains for potential conflict or cooperation such as innovation, product assortment and store brands, e-commerce and multi-channel interfaces.
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