Marketing Channel Management (Contemporary Marketing Textbook Series)

Author: Xu Weiqin
Publisher:
Publish Date: 2001-09-01
Features: The book is divided into two parts with a total of 10 chapters. Part 1: General Theory of Marketing Channels, which includes an overview of marketing channels, the basic elements of channel management, the basic members of marketing channels, and relationship marketing in channel management. Part 2: Marketing Channel Systems, which covers 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 disciplines, MBA students, and participants in related professional programs. It is also suitable for training marketing management personnel in enterprises.