Retail and Channel Marketing

Sandro Castaldo, Monica Grosso and Katia Premazzi
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Monica Grosso: EM - EMLyon Business School
Katia Premazzi: Bocconi University [Milan, Italy]

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Abstract: Undoubtedly a must-read for anyone interested in channel and retail marketing. Finally, the first book which integrates in a comprehensive set of managerial tools the channel and the retail perspectives. This book is a unique compendium for managers and business students intending to develop high-end skills on delivering successful marketing distribution.' Fabrizio Zerbini, ESCP Europe This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors' and the manufacturers' perspectives. Retail trends, marketing and innovation, e-commerce, channel marketing and multi-channel management, are comprehensively covered, alongside theoretical and managerial issues. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing.

Date: 2013-08-01
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Published in Edward Elgar, XVI-261 p., 2013, 978-1782546184

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02298187

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