000 02908cam a2200421 i 4500
001 21243694
003 OSt
005 20250203143042.0
008 191016t20202020nyua b 001 0 eng d
010 _a 2019286775
020 _a9780367262099
_q(pbk.) :
020 _a0367262096
_qpaperback
020 _z9781000650457 (ePub ebook)
_qpaperback
020 _z9781000649994 (PDF ebook)
_qpaperback
040 _aUKMGB
_beng
_cUKMGB
_erda
_dPUO
082 0 4 _a658.87
_bPAL 2020
100 1 _aPalmatier, Robert W.,
_eauthor.
_93021
245 1 0 _aMarketing channel strategy :
_ban omni-channel approach /
_cRobert W. Palmatier, Eugene Sivadas, Louis W. Stern, and Adel I. El-Ansary.
250 _aNinth edition.
264 1 _aNew York ;
_aLondon :
_bRoutledge Taylor & Francis Group,
_c2020.
264 4 _c©2020
300 _axxviii, 373 pages :
_billustrations ;
_c26 cm
336 _atext
_2rdacontent
337 _aunmediated
_2rdamedia
338 _avolume
_2rdacarrier
500 _aPrevious edition: 2016.
504 _aIncludes bibliographical references and index.
505 0 _aThe omni-channel ecosystem -- Channel basics -- Channel power -- Channel relationships -- Channel conflict -- Retailing structures and strategies -- Wholesaling structures and strategies -- Franchising structures and strategies -- Channels and international markets -- End-user analysis: segmentation and targeting -- Omni-channel strategy.
520 _aMarketing 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 recognizes 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.
650 0 _aMarketing channels.
_93024
650 0 _aMarketing
_xManagement.
_92205
650 7 _aMarketing channels.
_2fast
_93024
650 7 _aMarketing
_xManagement.
_2fast
_92205
700 1 _aSivadas, Eugene,
_eauthor.
_93036
700 1 _aStern, Louis W.,
_d1935-
_eauthor.
_93711
700 1 _aAnsary, Adel I.,
_eauthor.
_93714
942 _2ddc
_n0
_cBK
_xJP
999 _c62646
_d62646