Marketing channels

Author: Wang Fanghua
Publisher:
Publish Date: 2005-01-01
Features: Marketing is indeed a magical force. Everything remains the same, but once marketing concepts and techniques are added, a series of astonishing changes occur. This book introduces frameworks for designing and managing marketing channels from abroad, combining case studies of distribution practices in China for in-depth analysis and research. The book analyzes the changes in the marketing channel environment and their impact on channel development; clarifies how to design marketing channel structures and select channel members, and manages marketing channels from a strategic synergy perspective, focusing on unique phenomena in Chinese marketing channel management. It effectively addresses related channel conflicts and motivates channel members to maximize overall channel benefits. The book also summarizes new trends in marketing channel development and research findings in marketing channels across different industries. This book can serve as a textbook for senior undergraduate management majors and MBA students in universities and colleges, a reference book for marketing instructors preparing lessons, and a training manual for corporate marketing professionals.