Chapter 1
Why the growing importance of marketing channels?
The explosion of information technology and E-commerce
A greater difficulty in gaining a sustainable competitive advantage
The growing power of distributors
The need to reduce distribution costs
What is a marketing channel?
What is a channel manager?
How does marketing channel strategy relate to the
rest of the marketing mix?
The change of focus to channel strategy
Channel Strategy and Logistics Management
Marketing Channel Flows
Product Flow
Negotiation Flow
Ownership Flow
Information Flow
Promotion Flow
Distribution through intermediaries
Specialization & Division of Labor
Channel Structure v. Ancillary Structure
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