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Marketing Channel Strategy : An Omni-Channel Approach. 9th ed.
・ISBN 978-1-138-59393-0 hard GB£ 255.00
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・ISBN 978-0-367-26209-9 paper GB£ 94.99
￥30,092.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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| 著者・編者 | Palmatier, Robert W. / Sivadas, E. / Stern, L. W. et al., |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2019 |
| ページ数 | 344 pp. |
| 言語 | ENG |
| ニュース番号 | ＜651-L818 651-P1850＞ |
解説
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 building 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 theoretical 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, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book.
A full set of PowerPoint slides accompany this new edition, to support instructors.