Marketing Channel Management: People, Products, Programs, and Markets - Hardcover

McCalley, Russell W.

Hardcover

ISBN 10: 0275954390 ISBN 13: 9780275954390

Publisher: Praeger, 1996

Synopsis

This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, as well as competitive analysis, forecasting, and business planning. It leads the student to an understanding of what comprises the channel structure and the options available to develop it. The text features examples and illustrations to aid in the understanding of unfamiliar concepts. These are drawn from the world of business which gives this book practical and realistic applications. Important pedagogical features include discussion questions following each chapter and an instructor's manual to aid in the presentation of the material in the classroom (see the Instructor's Manual at http://www.greenwood.com/mccalley).

About this title

Synopsis:

A detailed account of the functions to be performed in moving products and services from the product source to the consumer. This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, competitive analysis, forecasting and business planning. It fe

About the Author:

RUSSELL W. McCALLEY is an adjunct professor in the School of Agribusiness and Environmental Resources at Arizona State University. He has held a number of positions in business and is the founder of R. W. McCalley and Associates, a management consulting firm based in Arizona.

About this edition

• Publisher: Praeger
• Publication date: 1996
• ISBN 10: 0275954390
• ISBN 13: 9780275954390
• Binding: Hardcover
• Number of pages: 284