Marketing Channel Strategy

Name: Marketing Channel Strategy
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SKU: 9781138593930
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An Omni-Channel Approach

By Robert Palmatier and Robert W. Palmatier and Eugene Sivadas and Louis W. Stern and Adel I. El-Ansary

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Summary

Marketing Channel Strategy: An Omni-Channel Approach presents a modernised take on channel marketing, introducing a comprehensive model to engage customers seamlessly across various channels simultaneously. It emphasises the difference between multi-channel and omni-channel strategies, recognising that consumers often access goods via multiple devices and platforms at once, such as comparing prices on websites while switching between mobile and desktop. This text blends strong theoretical foundations with practical exercises, guiding readers on how to design and implement effective omni-channel marketing strategies.
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Format: Hardback

$564⁰⁰

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Marketing Channel Strategy

$564⁰⁰

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Ideal for advanced undergraduate and graduate students studying marketing channels, distribution, B2B marketing, and retailing, as well as educators seeking up-to-date content supported by comprehensive teaching materials, including PowerPoint slides.

This is the first book on the market to offer a completely unique, updated approach to channel marketing. The authors have adapted this text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly.

Description

Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly.

The omni-channel is different from the multi-channel. It recognises not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality.

Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book.

A full set of PowerPoint slides accompany this new edition, to support instructors.

Book Details

INFORMATION

ISBN: 9781138593930

Publisher: Taylor & Francis Ltd

Format: Hardback

Date Published: 23 July 2019

Country: United Kingdom

Imprint: Routledge

Edition: 9th edition

Illustration: 9 Tables, color

Audience: Tertiary education

DIMENSIONS

Width: 203.0mm

Height: 254.0mm

Weight: 453g

Pages: 374

Collections

Adel I. El-Ansary Business & Entrepreneurship Business Strategy & Negotiation Eugene Sivadas Louis W. Stern Marketing & Sales Non-Fiction Robert Palmatier Robert W. Palmatier

About the Author

Robert W. Palmatier is Professor of Marketing and John C. Narver Endowed Professor in Business Administration at the Foster School of Business, University of Washington, USA and the Research Director of the Sales and Marketing Strategy Institute.

Eugene Sivadas is Professor of Marketing and Associate Dean at the Milgard School of Business, University of Washington Tacoma, USA.

Louis W. Stern is John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University, USA.

Adel I. El-Ansary is the Donna L. Harper Professor of Marketing at the University of North Florida, USA.