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

Author: (USA) Robert 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 considered both a summary of the author's thoughts and a guiding framework throughout the book. In this model, the author categorizes the external environments that affect channels into three types: channel external systems, channel microsystems, and channel intermediate systems. In the following three sections, the author provides an in-depth exploration of each of these 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.