This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors' and the manufacturers' perspectives.

Retail trends, marketing and innovation, e-commerce, channel marketing and multi-channel management, are comprehensively covered, alongside theoretical and managerial issues. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing.

Key features:

Managerial examples through short practical cases
Theoretical insights in boxes for further investigation
Main research evidences highlighted in a chapter summary
Questions that can be used to promote discussion or set as an assignment
Specified learning objectives
Detailed glossary

This detailed text is ideal for courses introducing the channel and retail marketing domain to graduate marketing and management programmes.

�ber die Autorin bzw. den Autor

Sandro Castaldo, Professor of Marketing, Bocconi University, Italy, Monica Grosso, Associate Professor of Marketing, emlyon business school, France and Katia Premazzi, Fellow Professor of Marketing, SDA Bocconi School of Management, Italy

��ber diesen Titel� kann sich auf eine andere Ausgabe dieses Titels beziehen.

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