Marketing Channel Strategy

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In each chapter of the book, we have added several pull-out examples from around 
the world; we also provide longer sidebars in each chapter in an effort to bring 
the concepts outlined in the book to life. With a renewed focus on readability, we 
acknowledge that developing sound channel strategies first requires that managers 
have a good understanding of channel fundamentals, along with a more detailed 
understanding of the various intermediaries involved in omni-channel marketing.
The first part of the book (Chapters 1–5) accordingly focuses on channel and 
omni-channel fundamentals. In Chapter 2, we review omni-channel and channel 
basics. We discuss the benefits of marketing channels for upstream and downstream 
channel members, the key functions marketing channels perform, and how to audit 
marketing channels and omni-channels in particular. Chapter 2 draws from materi-
als that were part of Chapters 3–5 in the Eighth Edition. Chapter 3 details issues of 
power and dependence; Chapter 4 focuses on channel relationships. Chapter 5 then 
deals with channel conflict (covered in Chapters 10–12 in the previous edition). 
These vastly rewritten chapters reflect an omni-channel perspective, replete with 
current examples. We have moved the discussion of these topics earlier in the book, 
in the belief that to implement effective channel and omni-channel strategies, we 
need a good grasp of the issues that channel managers frequently encounter.
Next, the second part comprises Chapters 6–9, with a specific focus on chan-
nel participants in retailing, wholesaling, franchising, and international channel 
domains, respectively. Reflecting our revised perspective on omni-channel consid-
erations, discussions that previously appeared in a separate chapter on e-commerce 
have been integrated with retailing (Chapter 6). In addition, we integrate substan-
tial discussions of e-commerce in various chapters, to reflect the role of mobile 
commerce and other emerging technologies. All chapters have been updated with 
current examples and recognition of modern trends in retailing, wholesaling, and 
franchising, as well as how the move to omni-channels is affecting these sectors. 
The new Chapter 9, focused on international channels, describes ways to distribute 
products overseas and the various methods for doing so, from exporting and export 
management companies to vast trading companies. We also introduce a section 
about marketing to channels at the base or bottom of the pyramid and provide 
more insights about channels as they appear in emerging markets.
The third part deals with omni-channel strategies. Whereas in the Eighth Edition, 
the end-user analysis appeared in Chapter 2, in the current edition, we shift it 
to Chapter 10, so that we can better integrate omni-channel perspectives. Thus 
the revised text outlines the challenges of end-user analysis and segmentation in 
omni-channel contexts. In Chapter 11, we outline omni-channel strategies and the 
four pillars on which such strategies should be built.
Some chapters on channel legalities and channel logistics have been removed.
Overall, then, Marketing Channel Strategy: An Omni-Channel Approach is designed 
for an international audience of practicing managers and managers-in-training. 
The focus is firmly on going to the market with an omni-channel strategy—that is, 

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the set of activities that work seamlessly to design and manage a marketing chan-
nel that can enhance the firm’s sustainable competitive advantage and financial 
performance and provide a unified end-user experience. More simply, companies 
and processes come together to bring products and services from their point of 
origin to their point of consumption. Through omni-marketing channels, the orig-
inator of the products or services gains access to markets and end-users. Channel 
structures and strategies thus are critical to any firm’s long-term success.
The book features examples taken from around the world and from a range of 
industries and markets. However, the ideas and processes generalize to virtually 
any context and channel situation. Sidebars appear in every chapter to highlight 
key channel issues and strategies and provide concrete examples of the theories, 
processes, and ideas presented in the text.
Each chapter also is designed to stand on its own. The chapters are modu-
lar, so they can be combined with other material and used in various classes 
for which channels are relevant concepts (e.g., service marketing, marketing 
strategy, business-to-business marketing, Internet marketing, retailing, inter-
national marketing). The content of each chapter reflects leading academic 
research and practice in distinct disciplines (e.g., marketing, strategy, economics, 
sociology, political science).
The framework that underlies this book also is useful for creating a new 
omni-channel strategy in previously untapped markets, as well as for critically 
analyzing and refining existing channel strategies. Various supporting materials 
for this textbook are available to adopting instructors through our instructors’ 
resource center (IRC) online.

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