Ch 17: Designing and Managing Integrated Marketing Channels
Marketing Channels and Value Networks
The Role of Marketing Channels
Channel-Management Decisions
Channel-Design Decisions
Integrating Multichannel Marketing System
Value Networks
Multichannel Marketing
The Importance of Channels
The Digital Channels Revolution
Channel Levels
Services Sector Channels
Channel Functions and Flows
E-commerce Marketing Practices
Analyzing Customer Needs and Wants
Identifying Major Channel Alternatives
Estabilishing Objectives and Constraints
Evaluating Major Channel Alternatives
Training and Motivating Channel Members
Evaluating Channel Members
Selecting Channel Members
Modifying Channel Design and Arrangements
Channel Modification Decisions
Global Channel Considerations
M-Commerce Marketing Practices
Conflict, Cooperation, and Competition
Channel Integration and Systems
Vertical Marketing Systems
Horizontal Marketing systems
Pure-Click Companies
Brick-and-click Companies
M-Commerce Marketing Practices
Privacy
Changes in customer and company behavior
Managing Channel Conflict
Dilution and Canibalization
Causes of channel Conflict
Types of Conflict and Competition
Legal and ethical issues in channel relations