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9780072895124

Marketing Channels : A Relationship Management Approach

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  • ISBN13:

    9780072895124

  • ISBN10:

    0072895128

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2001-08-24
  • Publisher: MCG
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List Price: $135.63

Summary

This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book. This book is a combination of text, cases, and readings. It contains coverage of global and ethical issues. Careful attention is paid to the pacing of material throughout the semester.

Table of Contents

Part I. MARKETING CHANNELS FRAMEWORK

1. Marketing Channels: Information-Driven, Customer-Steered

2. Channel Roles in a Virtual Marketplace

3. Attaining Competitive Advantage Through Channel Design

4. Marketing Mix and Relationship Marketing

Part I Cases

1.1 Compaq Computer Corporation: The Dell Challenge

1.2 Sunshine Juice Company

1.3 Eggsercizer: "The World's Smallest Exercise Machine"

1.4 Opus One: A Marriage of Wine-Making Magnates

Part II. CHANNEL EXOSYSTEMS

5. Managing Uncertainty in the Channel Environment

6. Channel Relationships in the Global Village

7. Legal and Ethical Imperatives in Channel Relationships

Part II Cases

2.1 Wal-Mart Stumbles with Hong Kong Shoppers

2.2 Partnering for Success: Federal Express and Netscape Join Forces for Information Technology

2.3 Necessity to Luxury: Cool Moves-The Cooling of Two Countries

Part III. CHANNEL MICROSYSTEMS

8. Conflict Resolution Strategies

9. Information Systems and Relational Logistics

10. Developing Positive Channel Relationships

Part III Cases

3.1 SAP/Microsoft: Dancing with the Bear

3.2 Ameriserve

3.3 Indiana Wine Grape Council

3.4 Factory Direct Selling by Cironi's Sewing Center

Part IV. CHANNEL MESOSYSTEM

11. Transactional Costs and Vertical Marketing Systems

12. Franchising in the Global Economy

13. Developing Long-Term Value

14. Strategic Partnering Agreements

Part IV Cases

4.1 The Country's Best Yogurt

4.2 Tom, Dick, and Harry Consider a Pretzel Franchise

4.3 MEMC: The Silicon Wafer Industry

4.4 Divorce on the Alliance Highway

4.5 EQUILON: A Texaco/Shell Strategic Partnership

Supplemental Materials

What is included with this book?

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The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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