Marketing channel management

Author: Xu Weiqin
Publisher:
Publish Date: 2001-09-01
Features: The book is divided into two parts, 10 chapters in total. Part 1: General Theory of Marketing Channels, including an overview of marketing channels, basic elements of channel management, basic members of marketing channels, and relationship marketing in channel management; Part 2: Marketing Channel System, including marketing channel strategy, designing marketing channels, selecting channel members, channel management and motivation of channel members, handling channel conflicts, and evaluating marketing channel performance. This book can serve as a textbook for undergraduate and graduate students in management-related fields, MBA students, and other professional trainees. It is also suitable for training marketing management personnel in enterprises. Marketing channel management is increasingly becoming the core of marketing management in the 21st century and an important strategic tool for enterprises to gain competitive advantages. The book features a novel structure, using domestic enterprise cases as a framework for discussion and incorporating discussions on Chinese marketing channel theory. The content is relatively up-to-date, closely aligned with the practice of Chinese marketing channels, and outlines the development prospects of Chinese marketing channel management, meeting the needs of current Chinese marketing management learning and training. The book is divided into two parts, 10 chapters in total. Part 1: General Theory of Marketing Channels, including an overview of marketing channels, basic elements of channel management, basic members of marketing channels, and relationship marketing in channel management; Part 2: Marketing Channel System, including marketing channel strategy, designing marketing channels, selecting channel members, channel management and motivation of channel members, handling channel conflicts, and evaluating marketing channel performance. This book can serve as a textbook for undergraduate and graduate students in management-related fields, MBA students, and other professional trainees. It is also suitable for training marketing management personnel in enterprises.