Marketing Channel Management - 9781009561778

Name: Marketing Channel Management - 9781009561778
Brand: Cambridge University Press

Cambridge University Press

Marketing Channel ManagementOrganization and Coordination\nAuthor(s): Gary L. Frazier\nFormat: Hardback\nPublisher: Cambridge University Press, United Kingdom\nImprint: Cambridge University Press\nISBN-13: 9781009561778, 978-1009561778\nSynopsis\nKnowing your end-customer, how they think, and how they make decisions is crucial for the effective design and management of marketing channels. In this comprehensive and engaging new textbook, Frazier demystifies strategic channel decision-making by emphasizing the basics and using real-world examples from a range of industries to demonstrate how channels of distribution are organized and coordinated. Taking a managerial decision-making approach, students are guided through the text via a range of pedagogical features, including learning objectives and key takeaways, and can test their understanding with end-of-chapter review and discussion questions. Instructors are supported by an extensive suite of online resources, including test bank c.