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Marketing channel strategy : an omni-channel approach / Robert W. Palmatier... [et al.]

Coauthor Palmatier, Robert W.
Sivadas, Eugene
Stern, Louis W.
El-Ansary, Adel I.
Edition 9th ed. Publication New York : Routledge Taylor & Francis Group, 2020 Description XXVIII, 373 p. ISBN 978-0-367-26209-9 Abstract 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. Topical name Marketing
Distribuição - Canais
Estratégia
CDU 658.86/.87
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Holdings
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
Total holds: 0

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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