This updated text explores the contemporary trends in retail and channel marketing. Disentangling the complexity of channel marketing issues, it offers a systematic overview of the key concepts and intricacies of the subject and provides a holistic approach to retail and channel marketing. Key features of the book include: coverage of both the core tenets and the latest research frontiers in the field; a chapter detailing the history of retailing and its importance to modern economies; updated case examples based on real-world scenarios to reinforce understanding of complex topics; exploration of key concerns of commercial sector analysis and retail marketing through the lenses of the manufacturer, the retailer and the customer
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