“
Marketing Channel Strategy: An Omni-Channel Approach blends theory with practice-
oriented examples to clearly enunciate the difference
between a multi-channel and
omni-channel worldview. The examples and exercises make it easy for managers
and students to grasp the challenges involved in developing effective omni-channel
strategies. This book can be used as a stand-alone in a distribution or channel strat-
egy class or modules can be used in a variety of marketing classes.”—
Robert
Dahlstrom, Joseph Siebert Professor, Miami University, USA and Professor
of Marketing, BI Norwegian Business School, Norway
Marketing 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 build-
ing 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 the-
oretical 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, dis-
tribution channels, B2B marketing, and retailing classes
will enjoy acquiring the
most cutting-edge marketing skills from this book.
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