[This text] uses examples taken from all over the world in order to demonstrate how companies come together to bring products and services from their point of origin to the point of consumption. [In the text], the authors reinforce the critical elements of marketing and distribu…
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Marketing channels
by Anderson, Erin, Stern, Louis W., El-Ansary, Adel I., Coughlan, Anne T.
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Type: Book
Marketing Channels shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.
Marketing Channels (The Prentice Hall International Series in Marketing).
This work brings together an international collection of the most successful digital marketing campaigns of our time, assessing what they achieved and the business lessons learnt.
Written from a marketing management perspective this book integrates key themes in this area. Not only focusing on the nature and characteristics of B2B communications, this book provides a bridge between marketing and information systems concepts, within the context of interorg…
Using theoretical frameworks and examples, this text encourages students to adopt an analytical and reflexive approach to business-to-business marketing.