Retail and Channel Marketing - Hardcover

Sandro Castaldo; Monica Grosso; Katia Premazzi

9781782546184: Retail and Channel Marketing

Hardcover

ISBN 10: 1782546189 ISBN 13: 9781782546184

Publisher: Edward Elgar Publishing Ltd, 2013

This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors' and the manufacturers' perspectives. Retail trends, marketing and innovation, e-commerce, channel marketing and multi-channel management, are comprehensively covered, alongside theoretical and managerial issues. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing. Key features: Managerial examples through short practical cases Theoretical insights in boxes for further investigation Main research evidences highlighted in a chapter summary Questions that can be used to promote discussion or set as an assignment Specified learning objectives Detailed glossary This detailed text is ideal for courses introducing the channel and retail marketing domain to graduate marketing and management programmes.

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Review:

‘Undoubtedly a must-read for anyone interested in channel and retail marketing. Finally, the first book which integrates – in a comprehensive set of managerial tools – the channel and the retail perspectives. This book is a unique compendium for managers and business students intending to develop high-end skills on delivering successful marketing distribution.’ Author: Fabrizio Zerbini, ESCP Europe

From the Author:

Sandro Castaldo, Full Professor, Bocconi University, Italy, Monica Grosso, Assistant Professor, EMLYON Business School, France and Katia Premazzi, Assistant Professor, SDA Bocconi School of Management, Italy

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