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Overview
Marketing Channels, 3/e by Pelton, Cooper, Strutton, and Lumpkin is the first text to use the relationship marketing perspective in the channels course. The authors introduce the Value Chain Relationship (VCR) Model - the first text available to focus on how marketing channels, buyer-seller relationships and supply chain management can be integrated to create competitive advantage. The VCR model includes B2B, B2C and C2C exchanges. Special emphasis is given to the multi-directional flows in multiple channels management. The VCR model provides a map for guiding students through marketing channels and supply chain management practices. This pedagogical package will contain a combination of text, cases, and readings. It contains coverage of legal, regulatory and ethical issues; technological issues (e.g., radio frequency identification and enterprise resource planning), and supply chain performance metrics. Careful attention is paid to the pacing of material throughout the semester.
| ISBN-13 | 9780072864632 |
|---|---|
| ISBN-10 | 007286463X |
| List Price | $119.68 |
| Edition | 3rd Edition |
| Format | Paperback |
|---|---|
| Pages | 544 pages |
| Publisher | McGraw-Hill/Irwin |
| Published On | 2004-10-20 |
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