A thorough introduction to marketing channels that demystifies how they're organized and coordinated, while also highlighting the importance of knowing your end-customer inside and out. Written by a leading expert in the field, this new textbook will be an invaluable resource for undergraduates, MBA students, and practitioners alike.
A thorough introduction to marketing channels that demystifies how they're organized and coordinated, while also highlighting the importance of knowing your end-customer inside and out. Written by a leading expert in the field, this new textbook will be an invaluable resource for undergraduates, MBA students, and practitioners alike.
Gary L. Frazier was Professor of Marketing at the Marshall School of Business, University of Southern California, from 1984 to 2025. He specialized in the organization and coordination of marketing channels, pathways of branded products and services from suppliers to end-customers, often through independent intermediaries. Outside of academia, he acted as an expert witness or consultant for various Fortune 100 firms, advising on cases which focussed on the intersection of marketing strategy and channel management. His proudest achievement was his role as editor for the Journal of Marketing, 2011 to 2014, after which he served on the editorial review board. He was also a member of the editorial board for the Journal of Marketing Research and published extensively in both journals.
Inhaltsangabe
Preface Part I. The World of Channels: 1. Marketing and channels of distribution 2. End-customer buying behavior and marketing channels Part II. Channel Structure: 3. Channel organization 4. Direct, indirect, hybrid, and multiple channels 5. Franchising 6. Distributors and retailers 7. Channel functions 8. Distribution intensity 9. Channel contracts and commercial law Part III. Channel Coordination of Relationships: 10. Channel coordination 11. Channel power 12. Channel conflict 13. Channel motivation 14. Channel partnerships Part IV. The End: 15. Conclusion Index.
Preface Part I. The World of Channels: 1. Marketing and channels of distribution 2. End-customer buying behavior and marketing channels Part II. Channel Structure: 3. Channel organization 4. Direct, indirect, hybrid, and multiple channels 5. Franchising 6. Distributors and retailers 7. Channel functions 8. Distribution intensity 9. Channel contracts and commercial law Part III. Channel Coordination of Relationships: 10. Channel coordination 11. Channel power 12. Channel conflict 13. Channel motivation 14. Channel partnerships Part IV. The End: 15. Conclusion Index.
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