Marketing Channels: A Relationship Management Method (2nd Edition): A Relationship Management Method

Author: Lu E. Pelton
Publisher:
Publish Date: 2004-07-01
Features: This book focuses on the environment in which marketing channels are situated in the 21st century. It is divided into four parts in total. One of the innovations of this book is the channel relationship model proposed by the author in the section. This model can be said to be a summary of the author's thoughts and also serves as a guiding framework throughout the book. In this model, the author divides the external environment that affects channels into three categories: the channel external system, the channel microsystem, and the channel intermediate system. In the following three parts, the author provides an in-depth exploration of these three environments. At the end of each part, the author selects several highly timely, targeted, and representative cases to help readers gain a deeper understanding of the content discussed in the book.