Marketing Channel Strategy: An Omni-Channel Approach

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Business & Economics - Sales & Marketing
Marketing Channel Strategy: An...

Marketing Channel Strategy: An Omni-Channel Approach

Name: Marketing Channel Strategy: An Omni-Channel Approach
ISBN: 9781138593930

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

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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.

Kategorien:

Business & Economics - Sales & Marketing

Jahr:

2020

Auflage:

9th

Verlag:

Routledge Taylor & Francis Group

Sprache:

english

Seiten:

373