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Marketing Channel Strategy: An Omni-Channel Approach -International Student Edition - Softcover

Palmatier, Robert W.; Sivadas, Eugene; Stern, Louis W.; El-Ansary, Adel I.

 
9780367821234: Marketing Channel Strategy: An Omni-Channel Approach -International Student Edition
Softcover
ISBN 10: 0367821230 ISBN 13: 9780367821234
Verlag: Taylor & Francis Ltd, 2019

Inhaltsangabe

Marketing 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.

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Über die Autorin bzw. den Autor

Robert W. Palmatier is Professor of Marketing and John C. Narver Endowed Professor in Business Administration at the Foster School of Business, University of Washington, USA and the Research Director of the Sales and Marketing Strategy Institute. Eugene Sivadas is Professor of Marketing and Associate Dean at the Milgard School of Business, University of Washington Tacoma, USA. Louis W. Stern is John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University, USA. Adel I. El-Ansary is the Donna L. Harper Professor of Marketing at the University of North Florida, USA.

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Verlag
Taylor & Francis Ltd
Erscheinungsdatum
2019
Sprache
Englisch
ISBN 10 
0367821230
ISBN 13 
9780367821234
Einband
Taschenbuch
Anzahl der Seiten
374
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