MS12: Developing and Managging Strategic and Integrated Marketing Channels
Marketing Management at IKEA
Marketing Channels and Value Networks
5 Topics
The Importance of Channels
Multichannel Marketing
Integrated Multichannel Marketing Systems
Value Networks
The Digital Channels Revolution
The Role of Marketing Channels
3 Topics
Channel Functions and Flows
Channel Levels
Service Sector Channels
Channel-Design Decisions
5 Topics
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
5 Topics
Selecting Channel Members
Training and Motivating Channel Members
Evaluating Channel Members
Modifying Channel Design and Arrangements
Global Channel Considerations
Channel Integration and Systems
2 Topics
Vertical Marketing Systems
Horizontal Marketing Systems
E-Commerce and M-Commerce Marketing Practices
3 Topics
E-Commerce and Pure-Click Companies
E-Commerce and Brick-and-Clicks Companies
M-Commerce Marketing
Channel Conflict, Cooperation, and Competition
5 Topics
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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Identifying Major Channel Alternatives
MS12: Developing and Managging Strategic and Integrated Marketing Channels
Channel-Design Decisions
Identifying Major Channel Alternatives
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