Marketing channel management

Author: Hu Chun
Publisher:
Publish Date: 2006-10-01
Features: Based on modern marketing theory, this book takes the marketing channel behavior of enterprises as the research object, systematically introduces the basic theories of marketing channel management, including the basic types of marketing channels, the design methods of marketing channels, the management and control of marketing channels, as well as logistics management and information management in marketing channels. Additionally, it specifically discusses the management of online marketing channels. The book is characterized by highlighting the systematicity and completeness of channel management theory, with a certain professional depth. At the same time, it emphasizes the research on channel practice, analyzing numerous cases while explaining the theory, thereby bridging the gap between theory and practice. This book serves as a textbook for undergraduate marketing channel management courses, can also be used as a reference for postgraduate students and MBA students in business management, and can also be used as a training manual for business management personnel, marketers, channel members, and self-study materials. ... Based on modern marketing theory, this book takes the marketing channel behavior of enterprises as the research object, systematically introduces the basic theories of marketing channel management, including the basic types of marketing channels, the management and control of marketing channels, as well as logistics management and information management in marketing channels.