MS12: Developing and Managging Strategic and Integrated Marketing Channels
Marketing Management at IKEA
Marketing Channels and Value Networks
The Importance of Channels
Multichannel Marketing
Integrated Multichannel Marketing Systems
Value Networks
The Digital Channels Revolution
The Role of Marketing Channels
Channel Functions and Flows
Channel Levels
Service Sector Channels
Channel-Design Decisions
Analyzing Customer Needs and Wants
Marketing Insight: Understanding the Showrooming Phenomena
Establishing Objectives and Constraints
Identifying Major Channel Alternatives
Evaluating Major Channel Alternatives
Channel-Management Decisions
Selecting Channel Members
Training and Motivating Channel Members
Evaluating Channel Members
Modifying Channel Design and Arrangements
Global Channel Considerations
Channel Integration and Systems
Vertical Marketing Systems
Horizontal Marketing Systems
E-Commerce and M-Commerce Marketing Practices
E-Commerce and Pure-Click Companies
E-Commerce and Brick-and-Clicks Companies
M-Commerce Marketing
Channel Conflict, Cooperation, and Competition
Types of Conflict and Competition
Causes of Channel Conflict
Managing Channel Conflict
Dilution and Cannibalization
Legal and Ethical Issues in Channel Relations
Executive Summary CH12
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Channel-Management Decisions
MS12: Developing and Managging Strategic and Integrated Marketing Channels
Channel-Management Decisions
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Selecting Channel Members
Training and Motivating Channel Members
Evaluating Channel Members
Modifying Channel Design and Arrangements
Global Channel Considerations
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