Catálogo bibliográfico
Bibliographic catalog
Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Book | Biblioteca IPAM Porto | 658.86/.87 MAR 11036 | Checked out | 2024-04-01 | 11036 |
ÍNDICE
CHAPTER 1
The Omni-Channel Ecosystem
CHAPTER 2
Channel Basics
CHAPTER 3
Channel Power
CHAPTER 4
Channel Relationships
CHAPTER 5
Channel Conflict
CHAPTER 6
Retailing structures and strategies
CHAPTER 7
Wholesaling structures ans strategies
CHAPTER 8
Franchising structures and strategies
CHAPTER 9
Channels and international markets
CHAPTER 10
End-User Anlysis: Segmentation and targeting
CHAPTER 11
Omni-channel strategy
arketing 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.
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