零售和渠道营销

Now in its second edition, this updated text explores the contemporary trends in retail and channel marketing. Disentangling the complexity of channel marketing issues, it offers a systematic overview of the key concepts and intricacies of the subject and provides a holistic approach to retail and channel marketing.

Key features of the second edition include:

•涵盖核心原则和该领域的最新研究前沿
•详细介绍零售历史及其对现代经济的重要性的新篇章
•基于现实世界情景的更新案例示例，以加强对复杂主题的理解
•通过制造商，零售商和客户的镜头探索商业部门分析和零售营销的主要关注点。

该教科书提供了针对基础主题和高级概念的全面介绍，非常适合与渠道营销和零售管理有关的课程，以及有关营销和上市策略的MBA课程。