RETAIL AND CHANNEL MARKETING
Book ID/图书代码： 04289514B70154
English Summary/英文概要： This text, written for graduate and postgraduate students, investigates the current trends in channel management from both the distributors’ and the manufacturers’ perspectives. Retail trends, marketing and innovation, e-commerce, channel marketing and multi-channel management, are comprehensively covered, alongside theoretical and managerial issues. Business cases, as well industry data and insights, are effectively used to illustrate key concepts in retail and channel marketing. Key features: Managerial examples through short practical cases Theoretical insights in boxes for further investigation Main research evidences highlighted in a chapter summary Questions that can be used to promote discussion or set as an assignment Specified learning objectives Detailed glossary This detailed text is ideal for courses introducing the channel and retail marketing domain to graduate marketing and management programmes.
Chinese Summary/中文概要： 这本书为毕业生和研究生所写，同时从分销商和制造商的角度调查目前渠道管理的趋势。本书全面覆盖了零售趋势，营销和创新，电子商务，渠道营销，以及多渠道的管理等问题，并附加理论和管理问题。用商业案例，以及行业数据和见解来有效地解释零售和渠道营销的关键概念。主要特点：通过简短的实际案例来管理；为进一步调查准备的理论和见解；在一章的总结处突出主要研究证据；可用于促进讨论或设定为赋值的问题；指定的学习目标；详细的词汇表 。这本详细的书对于为毕业营销和管理方案引入渠道和零售营销领域来说是理想的。(LNL)
Awards/获奖情况：毫无疑问，任何对渠道和零售市场感兴趣的人都应该读一读这本书。最后，第一本书里面集成了一套完整的关于渠道和零售观点的管理工具。对于有意开拓能提供成功的市场营销分布的高端技能的管理者和商学院学生来说，这本书是独一无二的纲要。——法布里奇奥，ESCP欧洲
’Undoubtedly a must-read for anyone interested in channel and retail marketing. Finally, the first book which integrates - in a comprehensive set of managerial tools - the channel and the retail perspectives. This book is a unique compendium for managers and business students intending to develop high-end skills on delivering successful marketing distribution.’- Fabrizio Zerbini, ESCP Europe
About the Author/作者介绍： 桑德罗•卡斯塔尔多是意大利博科尼大学的正教授；莫妮卡•格罗素是法国里昂商学院的助理教授；卡地亚是意大利博科尼管理学院的助理教授。Sandro Castaldo, Full Professor, Bocconi University, Italy, Monica Grosso, Assistant Professor, EMLYON Business School, France and Katia Premazzi, Assistant Professor, SDA Bocconi School of Management, Italy
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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