Marketing channel management

Author: Yang Chunfu
Publisher:
Publish Date: 2006-08-01
Features: "He who controls the channel controls the world." This book is written under the guidance of the idea that emphasizes the importance of marketing channel management. The content begins with analyzing the environment of channel management, elaborating on the principles and techniques of establishing and maintaining marketing channels. Based on introducing the four major management functions—planning, organizing, leadership and motivation, and control and coordination—it further discusses product management, price management, promotional management, and channel performance management in channel management. Building on the study of China's unique channel management, it explores international marketing channel management, learning the practices and skills of Chinese and foreign multinational companies in building marketing channels, and analyzing future trends in marketing channels. This textbook incorporates new concepts, knowledge, and skills in marketing channels from both domestic and international sources to guide practical training and application, highlighting its practicality. This book can be used as a textbook for higher vocational and technical colleges in majors such as economics and management, marketing, logistics, and international business, as well as a training manual for practicing marketing professionals. The content of this book includes: an overview of marketing channels, analysis of the marketing channel environment, participants in marketing channels, the design of marketing channels and the selection and motivation of channel members, internal management, conflict management, and performance management of marketing channels, logistics management in marketing channels, international marketing channel management, and new perspectives on marketing channels.