Marketing channel strategy : an omni-channel approach / Robert W. Palmatier, Eugene Sivadas, Louis W. Stern, and Adel I. El-Ansary.
Idioma: Inglés Editor: New York ; London : Routledge Taylor & Francis Group, 2020Fecha de copyright: ♭2020Edición: Ninth editionDescripción: xxviii, 373 pages : illustrations ; 26 cmTipo de contenido:- text
- unmediated
- volume
- 9781138593930
- 1138593931
- 9780367262099
- 0367262096
- 658.87 23
- HF5415.129 .P35 2020
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.87 P171a9 (Navegar estantería(Abre debajo)) | Prestado | 16/10/2026 | 82000002671221 |
Descripciones mejoradas de Syndetics:
Marketing Channel Strategy: An Omni-Channel Approachis the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly.
The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality.
Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book.
A full set of PowerPoint slides accompany this new edition, to support instructors.
Previous edition: 2016.
Includes bibliographical references and index.
The omni-channel ecosystem -- Channel basics -- Channel power -- Channel relationships -- Channel conflict -- Retailing structures and strategies -- Wholesaling structures and strategies -- Franchising structures and strategies -- Channels and international markets -- End-user analysis: segmentation and targeting -- Omni-channel strategy.
Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book.
Notas de autor provistas por Syndetics
Robert W. Palmatieris Professor of Marketing and John C. Narver Endowed Professor in Business Administration at the Foster School of Business, University of Washington, USA and the Research Director of the Sales and Marketing Strategy Institute.
Eugene Sivadasis Professor of Marketing and Associate Dean at the Milgard School of Business, University of Washington Tacoma, USA.
Louis W. Sternis John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University, USA.
Adel I. El-Ansaryis the Donna L. Harper Professor of Marketing at the University of North Florida, USA.