Marketing Channels
A Relationship Management Approach
2nd Edition
Published on 24. August 2001
Book
Hardback
544 pages
978-0-07-289512-4 (ISBN)
Description
This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book. This book is a combination of text, cases, and readings. It contains coverage of global and ethical issues. Careful attention is paid to the pacing of material throughout the semester.
More details
Series
Edition
2nd Revised edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 238 mm
Width: 203 mm
Thickness: 26 mm
Weight
1043 gr
ISBN-13
978-0-07-289512-4 (9780072895124)
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 Classification
Content
Part I. MARKETING CHANNELS FRAMEWORK 1. Marketing Channels: Information-Driven, Customer-Steered 2. Channel Roles in a Virtual Marketplace 3. Attaining Competitive Advantage Through Channel Design 4. Marketing Mix and Relationship Marketing Part I Cases 1.1 Compaq Computer Corporation: The Dell Challenge 1.2 Sunshine Juice Company 1.3 Eggsercizer: "The World's Smallest Exercise Machine" 1.4 Opus One: A Marriage of Wine-Making Magnates Part II. CHANNEL EXOSYSTEMS 5. Managing Uncertainty in the Channel Environment 6. Channel Relationships in the Global Village 7. Legal and Ethical Imperatives in Channel Relationships Part II Cases 2.1 Wal-Mart Stumbles with Hong Kong Shoppers 2.2 Partnering for Success: Federal Express and Netscape Join Forces for Information Technology 2.3 Necessity to Luxury: Cool Moves-The Cooling of Two Countries Part III. CHANNEL MICROSYSTEMS 8. Conflict Resolution Strategies 9. Information Systems and Relational Logistics 10. Developing Positive Channel Relationships Part III Cases 3.1 SAP/Microsoft: Dancing with the Bear 3.2 Ameriserve 3.3 Indiana Wine Grape Council 3.4 Factory Direct Selling by Cironi's Sewing Center Part IV. CHANNEL MESOSYSTEM 11. Transactional Costs and Vertical Marketing Systems 12. Franchising in the Global Economy 13. Developing Long-Term Value 14. Strategic Partnering Agreements Part IV Cases 4.1 The Country's Best Yogurt 4.2 Tom, Dick, and Harry Consider a Pretzel Franchise 4.3 MEMC: The Silicon Wafer Industry 4.4 Divorce on the Alliance Highway 4.5 EQUILON: A Texaco/Shell Strategic Partnership