Marketing Channels (6th Edition) (6th Edition)

Author: Anne T. Coughlan
Publisher:
Publish Date: 2001-09-01
Features: The four authors of this book elaborate on the structure of marketing channels, the design and implementation of marketing channels, the management of marketing channels, and the development of international marketing channels. The book focuses on how to organize and control members within the marketing channel to form a unified marketing channel system, thereby better providing products and services to the end users. The content and level of this book are suitable not only as a textbook for relevant courses in universities but also as a training manual for corporate managers. The theme of this book is marketing channels, specifically how to design, establish, and maintain good cooperative relationships among the members of the marketing channel to enable the entire channel system or its individual members to achieve significant competitive advantages. The book briefly introduces the planning and management of marketing channels, with a focus on how to organize and control the members within the marketing channel to form a unified marketing channel system, thereby better providing products and services to the end users. Marketing channel management is an important aspect of enterprise management, with the ultimate goal being to maximize customer satisfaction through the allocation of time, space, and resources.