Business

For one-quarter/semester, senior/graduate-level courses in Distribution Channels, Marketing Channels, or Marketing Systems.

This best-selling text has a new look and a new author helping to keep this classic at the leading edge of Channels research. Using examples taken from all over the world, this text shows students how to design, develop, and maintain effective relationships among channel members to achieve sustainable competitive advantage by using both strategic and managerial frames of reference. It emphasizes strategies for planning, organizing, and controlling the alliances among the institutions, agencies, and in-house units that bring products and services to market. The text focuses on the way in which marketing channels can provide customer service—both for the end-users they serve and the organizations that comprise them.

• NEW - Completely reorganized—Now presents the framework for analysis first, followed by institutionally-oriented chapters.

• NEW - More modular presentation—Expands coverage of the framework over more chapters, each of which can be the focus of a single course session.

• NEW - Significantly internationalized throughout.

  • Reflects the importance of channel management issue throughout the world. Ex.___

• NEW - The impact of electronic commerce—Provides extensive coverage of the impact of electronic commerce on channel design and management (in examples, in each chapter, and in a full-chapter treatment of the issue in Ch. 14).

• A focus on design and strategic issues—Views channel management as the implementation of management strategies for high-performance channel relationships.

• Broad and current research and practice base—Draws from a vast and varied literature, bringing in findings, practice, and viewpoints from multiple disciplines (marketing, strategy, economics, sociology, law, political science) and from the best practices of channel managers worldwide.

• The language of business—Frames problems and their solutions in the language of business, rather than focusing on technical aspects. Introduces technical vocabulary where it is appropriate for the manager, but does not go into detail on the theory, data, and methods that underlie the content. Liberally notes the relevant references and ties them to the content, so that students may delve further into specific points, if desired.

• Wide applicability—Presents ideas that apply to any channel for any product or service in any market. A wide range of examples covers a wealth of different products and services, sold to businesses and consumers, selected from the worldwide business press, research, and consulting—e.g., autopsies, dog and cat food, personal computers, pleasure boats, dolls, stereo speakers, fast food, tires, garden products, fast moving consumer goods, maternity clothing, uninterruptible power supplies, maintenance, repair, and operating (MRO) goods, furniture, automobiles, airline travel services, mutual funds.

• Channel Sketches—Presents each example as though the reader is unfamiliar with the product/market in question. Covers the highlights needed to frame the problem, then covers the channel issues in the examples. Detailed examples are broken out in Channel Sketches to improve the readability of the main text.

• Flexibility—Each chapter is self-contained, may be read in any order (or omitted entirely), and can be covered in a single class session or read in one sitting—with a single issue in mind. Chapters are designed modularly, with essential definitions repeated where necessary. Students are referred to other chapters where appropriate to go further into any topic raised in the chapter at hand.

  • Enables instructors to customize their classes and students to select how deeply to delve into all the sections of the book that most closely fit the problem under consideration. Ex.___

• Completely reorganized—Now presents the framework for analysis first, followed by institutionally-oriented chapters.

• More modular presentation—Expands coverage of the framework over more chapters, each of which can be the focus of a single course session.

• Significantly internationalized throughout.

  • Reflects the importance of channel management issue throughout the world. Ex.___

• The impact of electronic commerce—Provides extensive coverage of the impact of electronic commerce on channel design and management (in examples, in each chapter, and in a full-chapter treatment of the issue in Ch. 14).

I. INTRODUCTION AND ANALYTIC FRAMEWORK FOR THE BOOK.

II. CHANNEL DESIGN: DEMAND, SUPPLY, AND COMPETITION.

III. CHANNEL IMPLEMENTATION AND PERFORMANCE MEASUREMENT.

IV. CHANNEL INSTITUTIONS.

Marketing Channels  (Marketing)

• 
  Marketing Channels, 7/E
  Coughlan, Anderson, Stern & El-Ansary
  ©2006 | Prentice Hall | Paper; 624 pp | Instock
  ISBN-10: 0131913468 | ISBN-13: 9780131913462
  Brief Description | Buy from myPearsonStore

  

  For advanced undergraduate and/or graduate-level courses in Distribution Channels, Marketing Channels or Marketing Systems.

  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.

This book is intended for an international audience of practicing and future managers. The subject is marketing channels, the companies that come together to bring products and services from their point of origin to the point of consumption. Marketing channels are the downstream part of a value chain. The originator of goods or services gains access to a market through marketing channels. Channels of distribution are a critical element of business strategy.

The ideas in this book apply to any channel for any product or service in any market. The generality of the book is shown in its many examples taken from all over the world. These cover a wealth of different products and services, sold to businesses and consumers, selected from the worldwide business press, research, and consulting. Examples range from autopsies, dog and cat food, personal computers, pleasure boats, and dolls, to stereo speakers, fast food, tires, garden products, and fast-moving consumer goods; and from maternity clothing, uninterruptible power supplies, and maintenance, repair, and operating (MRO) goods, to furniture, automobiles, airline travel services, and mutual funds. The variety of the examples reinforces the generality of the principles. As is appropriate for an international readership, the presentation of each example assumes that the reader is unfamiliar with the product or market in question. The book presents the concepts needed to frame the problem, then explores the channel issues in depth by means of the examples.

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