Marketing Channels, 3/e by Pelton, Cooper, Strutton, and Lumpkin is the first text to use the relationship marketing perspective in the channels course. The authors introduce the Value Chain Relationship (VCR) Model - the first text available to focus on how marketing channels, buyer-seller relationships and supply chain management can be integrated to create competitive advantage. The VCR model includes B2B, B2C and C2C exchanges. Special emphasis is given to the multi-directional flows in multiple channels management. The VCR model provides a map for guiding students through marketing channels and supply chain management practices.
Auflage
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Maße
Höhe: 229 mm
Breite: 198 mm
Dicke: 28 mm
ISBN-13
978-0-07-123839-7 (9780071238397)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Module I: Value Chain Relationships Chap 1. Supply Chain Relationships
Chap 2. Channel Roles in the Supply Chain
Chap 3. Customer Value Management
Chap 4. Marketing Mix and SCM
Cases
Module II: Value Chain Environment
Chapter 5. Managing Market Uncertainty
Chapter 6. Legal and Regulatory Issues
Chapter 7. Ethics and Compliance
Chapter 8. Global Supply Chain Mgmt
Cases
Module III: Value Chain Integration
Chapter 9. Information Technology and ERP
Chapter 10. Relational Logistics
Chapter 11. Sourcing Strategies
Chapter 12. Conflict Resolution Strategies
Cases
Module IV: Value Chain Performance
Chapter 13. Transaction Cost Economics
Chapter 14. Long-Term Customer Value
Chapter 15. Strategic Partnering Agreements
Chapter 16. Relationship Metrics
Cases. New cases customized to marketing channels and supply chain management decision scenarios. These cases were exclusively prepared for this book.
