Marketing Channel Strategy: An Omni-Channel Approach (9版)

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書名：Marketing Channel Strategy: An Omni-Channel Approach 9/E 作者：Palmatier 出版社：Routledge 出版日期：2020/01/00 ISBN：9780367262099 內容簡介 Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book. 目錄 Ch 1 The Omni-Channel Ecosystem Ch 2 Channel Basics Ch 3 Channel Power Ch 4 Channel Relationships Ch 5 Channel Conflict Ch 6 Retailing Structures and Strategies Ch 7 Wholesaling Structures and Strategies Ch 8 Franchising Structures and Strategies Ch 9 Channels and International Markets Ch10 End-User Analysis: Segmenting and Targeting Ch11 Omni-Channel Strategy