Marketing Channels: Managing the Vision (7th Edition)

Author: (USA) Rosenbloom
Publisher:
Publication Date: 2006-10-01
Features: This book is a classic international standard textbook in the field of marketing channel management. Since its publication, it has been continuously revised six times and has received widespread praise from both teachers and students. It has been adopted by thousands of universities worldwide. The book presents a new approach, skills, and methods for marketing channel management, offering readers a set of practical "channel secrets." The book is divided into 5 parts, 18 chapters, and 25 cases. The first four parts comprehensively explain the concepts, participants, environments, and behavioral processes of marketing channels; channel strategy, channel design, channel member selection, and the strategy of target markets and channel design; channel member motivation and performance evaluation, as well as product, pricing, and promotional issues in channel management; the relationship between logistics and channel management; electronic marketing channels, direct marketing channels, direct response marketing channels, service marketing channels, and international marketing channels. Part V is dedicated to case studies, featuring 25 carefully selected cases that showcase various problems and techniques in marketing channel management. Additionally, the appendix "Dunkin Company Franchise Agreement" provides readers with a vivid and profound understanding. This book can serve as a teaching material for faculty, undergraduate and graduate students, and MBA students in marketing management programs across various business schools. It can also be used as a training or self-study textbook for marketing management personnel in various enterprises and as a must-read reference for self-learners interested in marketing channel management. This is a classic channel management textbook that has guided market trends for over 20 years, focusing on providing concise management frameworks for the field of marketing channels from a managerial perspective. The book comprehensively covers the fundamental theories of marketing channels, cutting-edge research, and rich case studies from business practices, emphasizing the significance of channel decision-making. It is suitable for marketing professionals as a reference and learning tool.