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| Robert W. Palmatier, Eugene Sivadas, Louis W. Stern, Adel I. El-Ansary | ||||
| Routledge | ||||
| 2019 | ||||
| English | ||||
| pages | ||||
| 744 KB | ||||
| EPUB | ||||
[tab] [content title="Summary"] *Marketing Channel Strategy: An Omni-Channel Approach* is the first book on the market to present a completely unique and updated perspective on channel marketing. Authors Palmatier and Sivadas have reworked this classic text to fit the modern marketing landscape by developing a model that demonstrates how to engage customers across multiple marketing channels simultaneously and seamlessly. Unlike multi-channel marketing, the omni-channel approach acknowledges that customers not only access products and services through various channels but often do so at the same time—comparing prices on different websites and seamlessly switching between mobile and desktop devices. With a solid theoretical foundation that readers expect, this book also includes numerous practical exercises and applications designed to help students understand how to design and implement omni-channel strategies in real-world scenarios. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing will benefit from acquiring the latest, cutting-edge marketing skills presented in this comprehensive resource. [/content] [content title="Content"] [/content] [content title="Author(s)"] [/content] [/tab]
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