Marketing Channels: Managing Supply Chain Relationships - Softcover

9780071238397: Marketing Channels: Managing Supply Chain Relationships
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Marketing Channels, 3/e by Pelton, Cooper, Strutton, and Lumpkin is the first text to use the relationship marketing perspective in the channels course. The authors introduce the Value Chain Relationship (VCR) Model – the first text available to focus on how marketing channels, buyer-seller relationships and supply chain management can be integrated to create competitive advantage. The VCR model includes B2B, B2C and C2C exchanges. Special emphasis is given to the multi-directional flows in multiple channels management. The VCR model provides a map for guiding students through marketing channels and supply chain management practices.

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Other Popular Editions of the Same Title

9780072895124: Marketing Channels: A Relationship Management Approach (The McGraw-Hill/Irwin series in marketing)

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ISBN 10:  ISBN 13:  9780072895124
Publisher: McGraw-Hill Inc.,US, 2001
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