Marketing Channels: A Management View -8/E

Abstract

This eight edition of Marketing Channels: A Management view has been revised to address the new multi-channel challenge of the twenty-first century. Throughout the book new high-tech channels options such as mobile commerce and channels associated with social networks, have been integrated into various topical areas of channel management. This new edition focuses even more sharply on the need to view marketing channels as a strategic component of the marketing mix, along with the other strategic components of product, price, and promotion