Marketing channels

By:

Anne T. Coughlan

Contributor(s):

Material type: Text

TextPublication details: Prentice-Hall of India Pvt. Ltd. New Delhi 2006Edition: 6th edDescription: xviii, 290 pISBN:

9788120320697

Subject(s):

Marketing

DDC classification:

658.87 A6M2

Summary: The sixth edition of marketing channels, suitable for mba and specialized marketing courses, introduces the basic ideas and concepts underlying channel analysis, and then explores the channel issues in depth by means of examples taken from all over the world. It focuses on channel design and development, coordination and implementation of effective relationships among channel members, and performance measurement to show how to achieve sustainable competitive advantage by using both strategic and managerial frames of reference. Finally, the book describes and evaluates the predominant institutional forms including the emerg-ing alternatives, at each level of marketing channel, that bring products and services to market.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Book	Nagpur General Stacks	Non-fiction	658.87 A6M2-2006 (Browse shelf(Opens below))	Available		IIMN-000262

Total holds: 0

The sixth edition of marketing channels, suitable for mba and specialized marketing courses, introduces the basic ideas and concepts underlying channel analysis, and then explores the channel issues in depth by means of examples taken from all over the world. It focuses on channel design and development, coordination and implementation of effective relationships among channel members, and performance measurement to show how to achieve sustainable competitive advantage by using both strategic and managerial frames of reference. Finally, the book describes and evaluates the predominant institutional forms including the emerg-ing alternatives, at each level of marketing channel, that bring products and services to market.

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