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