Retail and Marketing Channels (RLE Retailing and Distribution)
Editor : Srinivas K. Reddy, Luca Pellegrini
Master eBook ISBN10 : 0203103653
Master eBook ISBN13 : 978-0-203-10365-4
No of pages : 344
eBook Price : $115.00
Originally Published : Oct 2, 2012
Retailer's buying power has significantly increased in recent years as a result of a process of market concentration. As vertical relationships in marketing channels have strengthened their influence over the shape of the industry, the producer-distributor relationship has become more central to an understanding of both marketing practice and the conduct and performance of consumer goods industries.
This comprehensive and detailed book covers the theory and practice of national and international retail and marketing channels. It provides a structural overview of the producer-distributor relationship as well as analyses of specific aspects of channel control and management. Finally, the book assesses the implications of new developments in the evolution of marketing channels.