“
Marketing Channel Strategy: An Omni-Channel Approach is fresh, insightful, and
packed with information. The material is easy to read and digest and flows well.
Readers will walk away with a clear understanding of the omni-channel ecosys-
tem and how to build effective omni-channel strategies. The role and impact
of omni-channels on each sector of the channel landscape is clearly laid out.
The book is built on solid theoretical foundation but is very managerial at the
same time.”—
Rajdeep Grewal, The Townsend Family Distinguished
Professor and Area Chair, Marketing Editor-in-Chief, Journal of
Marketing Research, Kenan-Flagler Business School, University of
North Carolina-Chapel Hill, USA
“
Marketing Channel Strategy: An Omni-Channel Approach is
a very readable and
updated take on a classic text. Omni-channels are growing in importance, and
they fundamentally change the way firms go to market and connect with their
customers. Unfortunately, however, there are few available
frameworks to guide
managerial decision-making in this area. This book draws on current academic
research and industry practice to develop a compelling strategic framework that
fills this void in the literature. The framework’s guiding principle is the idea of an
omni-channel ‘ecosystem,’ and the authors apply it to a variety of different chan-
nel contexts,
including wholesaling, franchising, and retailing. The book is packed
with insights, and the authors do an excellent job of illustrating them with current
examples.”—
Jan B. Heide, Michael Lehman Distinguished Chair in Business,
Wisconsin School of Business, University of Wisconsin-Madison, USA
“This leading textbook on marketing channels is completely redone and offers a
unique take on channel marketing management in the light of the present-day real-
ity.
Marketing Channel Strategy: An Omni-Channel Approach builds
a model that shows
students and practicing managers how to engage and make the customer experience
seamless across multiple channels. I find the chapter on international channels and
base of the pyramid particularly informative, pragmatic, and interesting.
The book
is modular and can be used in a variety of classes including retailing, international
marketing, channels,
e-marketing, and marketing strategy.”—
