This updated text explores the contemporary trends in retail and channel marketing. Disentangling the complexity of channel marketing issues, it offers a systematic overview of the key concepts and intricacies of the subject and provides a holistic approach to retail and channel marketing. Key features of the book include: coverage of both the core tenets and the latest research frontiers in the field; a chapter detailing the history of retailing and its importance to modern economies; updated case examples based on real-world scenarios to reinforce understanding of complex topics; exploration of key concerns of commercial sector analysis and retail marketing through the lenses of the manufacturer, the retailer and the customer

Retail and channel marketing

Sandro Castaldo
;
Monica Grosso;Katia Premazzi
2020

Abstract

This updated text explores the contemporary trends in retail and channel marketing. Disentangling the complexity of channel marketing issues, it offers a systematic overview of the key concepts and intricacies of the subject and provides a holistic approach to retail and channel marketing. Key features of the book include: coverage of both the core tenets and the latest research frontiers in the field; a chapter detailing the history of retailing and its importance to modern economies; updated case examples based on real-world scenarios to reinforce understanding of complex topics; exploration of key concerns of commercial sector analysis and retail marketing through the lenses of the manufacturer, the retailer and the customer
2020
Edward Elgar Publishing
9781789903676
9781789903669
2.ed.
Castaldo, Sandro; Grosso, Monica; Premazzi, Katia
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/4034282
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