Marketing Channel Strategy: An Omni-Channel Approach -International Student Edition

ISBN-13: 9780367821234 / Angielski / Miękka / 2019 / 402 str.

Robert W. Palmatier;Eugene Sivadas;Louis W. Stern

Opis

Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book.

Recenzje

"Marketing Channel Strategy: An Omni-Channel Approach is fresh, insightful, and packed with information. The material is easy to read and digest and flows well. Readers will walk away with a clear understanding of the omni-channel ecosystem and how to build effective omni-channel strategies. The role and impact of omni-channels on each sector of the channel landscape is clearly laid out. The book is built on solid theoretical foundation but is very managerial at the same time." –Rajdeep Grewal, The Townsend Family Distinguished Professor and Area Chair, Marketing Editor-in-Chief, Journal of Marketing Research, Kenan-Flagler Business School, University of North Carolina-Chapel Hill, USA "Marketing Channel Strategy: An Omni-Channel Approach is a very readable and updated take on a classic text. Omni-channels are growing in importance, and they fundamentally change the way firms go to market and connect with their customers. Unfortunately, however, there are few available frameworks to guide managerial decision-making in this area. This book draws on current academic research and industry practice to develop a compelling strategic framework that fills this void in the literature. The framework’s guiding principle is the idea of an omni-channel ‘ecosystem,’ and the authors apply it to a variety of different channel contexts, including wholesaling, franchising, and retailing. The book is packed with insights, and the authors do an excellent job of illustrating them with current examples." –Jan B. Heide, Michael Lehman Distinguished Chair in Business, Wisconsin School of Business, University of Wisconsin-Madison, USA "This leading textbook on marketing channels is completely redone and offers a unique take on channel marketing management in the light of the present-day reality. Marketing Channel Strategy: An Omni-Channel Approach builds a model that shows students and practicing managers how to engage and make the customer experience seamless across multiple channels. I find the chapter on international channels and base of the pyramid particularly informative, pragmatic, and interesting. The book is modular and can be used in a variety of classes including retailing, international marketing, channels, e-marketing, and marketing strategy."　–Constantine S. Katsikeas, Arnold Ziff Research Chair and Professor of Marketing and International Management, University of Leeds, UK "Effective omni-channel management is a critical source of value and an important differential edge in the modern marketplace. Given the trends toward omni-channel ecosystems, it is key that managers and managers-in-training (i.e., students) focus more of their attention on channel management. This cutting-edge text can be a catalyst for renewed interest in channel management; it highlights the need for a greater focus on this element of the go-to-market marketing strategy." Dhruv Grewal, Toyota Chair of Commerce and Electronic Business and Professor of Marketing, Babson College, USA "Marketing Channel Strategy: An Omni-Channel Approach blends theory with practice-oriented examples to clearly enunciate the difference between a multi-channel and omni-channel worldview. The examples and exercises make it easy for managers and students to grasp the challenges involved in developing effective omni-channel strategies. This book can be used as a stand-alone in a distribution or channel strategy class or modules can be used in a variety of marketing classes." –Robert Dahlstrom, Joseph Siebert Professor, Miami University, USA and Professor of Marketing, BI Norwegian Business School, Norway

Spis treści

List of Tables, Figures, and Appendices Preface CHAPTER 1: The Omni-Channel Ecosystem Learning Objectives Introduction What Is a Marketing Channel? The Changing Channel Landscape Marketing Channel Actors Manufacturers: Upstream Channel Members Intermediaries: Middle Channel Members Wholesalers Retail Intermediaries Specialized Intermediaries End-Users: Downstream Channel Members Combinations of Channel Members Online Channels From a Multi-Channel to an Omni-Channel World Distinction Between Multi-Channel and Omni-Channel Marketing Strategies: Trends Driving the Shift Trend 1: Channel Participants Operate in a Connected World Trend 2: Cross-Channel Shopping Trend 3: Altered Shopping Norms Trend 4: Moving into Services Trend 5: Targeted Promotions and Customer Insights Channel Strategy Framework Take-Aways 　 CHAPTER 2: Channel Basics Learning Objectives Introduction The Importance of Marketing Channel Strategies Why Do Marketing Channels Exist? Benefits for Downstream Channel Members Search Facilitation Sorting Benefits to Upstream Channel Members Routinization of Transactions Fewer Contacts The Key Functions Marketing Channels Perform Channel Functions Designing Channel Structures and Strategies Auditing Marketing Channels Auditing Channel Functions Using the Efficiency Template Evaluating Channels: The Equity Principle Evaluating Channels: Zero-Based Channel Concept Auditing Channels Using Gap Analysis Sources of Channel Gaps Service Gaps Cost Gaps Combining Channel Gaps Evaluating Channels: Gap Analysis Template Make-or-Buy Channel Analysis Auditing Omni-Channels Take-Aways CHAPTER 3: Channel Power Learning Objectives Introduction: The Nature of Marketing Channels Power Power as a Tool The Five Sources of Channel Power Reward Power Coercive Power Expert Power Legitimate Power Referent Power Dependence as the Mirror Image of Power Defining Dependence Measuring Dependence Utility and Scarcity Percentage of Sales or Profits Role Performance Balancing Power: A Net Dependence Perspective Imbalanced Dependence Strategies for Balancing Dependence Strategies for Tolerating Imbalanced Dependence Power-Based Influence Strategies Omni-Channels and Power Take-Aways CHAPTER 4: Channel Relationships Learning Objectives Introduction Why Do Relationships Matter in Marketing Channels? Upstream Motives for Building a Strong Channel Relationship Downstream Motives for Building a Strong Channel Relationship Building Channel Commitment Need for Expectations of Continuity Need for Reciprocation: Mutual Commitment Strategies for Building Commitment How Downstream Channel Members Commit How Upstream Channel Members Commit Building Channel Trust Need for Economic Satisfaction Strategies for Building Channel Partners’ Trust Role of Noneconomic Factors Decision-Making Processes Overcoming Channel Distrust Preventing Perceptions of Unfairness The Channel Relationship Lifecycle The Five Stages of a Channel Relationship Managing the Stages Managing Troubled Relationships Relationship Portfolios Relationship Quality Multi-Channel Versus Omni-Channel Relationships Take-Aways CHAPTER 5: Channel Conflict Learning Objectives Introduction The Nature of Channel Conflict Types of Conflict Measuring Conflict Consequences of Conflict Functional Conflict: Improving Channel Performance Manifest Conflict: Reducing Channel Performance Major Sources of Conflicts in Channels Competing Goals Differing Perceptions of Reality Intrachannel Competition Omni-Channels Identifying Multi-Channel Conflicts Managing Multiple Channels Unwanted Channels: Gray Markets Mitigating the Effects of Conflict in Balanced Relationships Conflict Resolution Strategies Forestalling Conflict through Institutionalization Information-Intensive Mechanisms Third-Party Mechanisms Building Relational Norms Using Incentives to Resolve Conflicts Take-Aways CHAPTER 6: Retailing Structures and Strategies Learning Objectives The Nature of Retailing Classification of Retailers Supermarkets Warehouse Clubs Department Stores Specialty Stores Full Line Discount Stores Convenience and Drug Stores The Retail Landscape The Big Players Modern Shifts and Challenges Retail Positioning Strategies Cost-Side Positioning Strategies Demand-Side Positioning Strategies Bulk-Breaking Spatial Convenience Waiting and Delivery Time Product Variety Customer Service Retail Channels Internet Retail Channels & E-Commerce Direct Selling Channel Hybrid Retail Channels Retailer Power and Its Effects Effect on Forward Buying Effect on Slotting Allowance Effect on Failure Fees Effect on Private Branding Retailing Structures and Strategies Take-Aways CHAPTER 7: Wholesaling Structure and Strategies Learning Objectives Introduction What Is a Wholesaler? How Are Wholesalers Different from Distributors? The Wholesaler-Distributor Landscape Master Distributors Other Supply Chain Participants Wholesaling Strategies A Historical Perspective on Wholesaling Strategy Wholesaling Value-Added Strategies Alliance-Based Wholesaling Strategies Wholesaler-Led Initiatives Manufacturer-Led Initiatives Retailer-Sponsored Cooperatives Consolidation Strategies in Wholesaling Adapting to Trends in Wholesaling International Expansion Omni-Channels B2B Online Exchanges Online Reverse Auctions Fee for Services Vertical Integration of Manufacturing into Wholesaling Take-Aways CHAPTER 8: Franchising Structure and Strategies Learning Objectives Franchising Formats Product and Trade Name Franchising Business Format Franchising The Franchising Arrangement Benefits of Franchising To Franchisees Start-Up Package Ongoing Benefits Competitive Advantages of Franchising To Franchisors Financial and Managerial Capital for Growth Harnessing the Entrepreneurial Spirit Reasons Not to Franchise Franchising Strategies Franchising Contracting Strategies Payment Systems Leasing Termination Contract Consistency Contract Enforcement Self-Enforcing Agreements Company Store Strategies Market Differences Temporary Franchise and Company Outlets Plural Forms and Synergies Exploiting Franchises with Company Outlets Adapting to Challenges in Franchising Survival Trends Maintaining a Cooperative Atmosphere Managing Inherent Goal Conflict Multi-Unit Franchising Franchising and Omni-Channels Take-Aways CHAPTER 9: Channels and International Markets Learning Objectives Introduction Key Middlemen in International Business Export Management Companies Export Trading Companies Piggybacking International Retailing International Franchising International Distribution Challenges The Role of the Wholesaler Marketing to the Base of the Pyramid Defining the Market Ethical Considerations at the BOP Distribution to the BOP Omni-Channel and Global Marketing Take-Aways 　 CHAPTER 10: End-User Analysis: Segmenting and Targeting Learning Objectives Introduction: Understanding the Importance of Channel Segmentation End-User Segmentation Criteria: Service Outputs Bulk Breaking Spatial Convenience Waiting or Delivery Time Product Variety and Assortment Customer Service Information Sharing Segmenting End-Users by Service Output Targeting End-User Segments Omni-Channels and End-User Segments Take-Aways CHAPTER 11: Omni-Channel Strategy Learning Objectives Introduction Key Challenges of the Omni-Channel Approach The Four Pillars of an Omni-Channel Strategy Harnessing Customer Knowledge Leveraging Technology Managing Channel Relationships Assessing Channel Performance Take-Aways Index

O autorze

Robert W. Palmatier is Professor of Marketing and John C. Narver Endowed Professor in Business Administration at the Foster School of Business, University of Washington, USA and the Research Director of the Sales and Marketing Strategy Institute. Eugene Sivadas is Professor of Marketing and Associate Dean at the Milgard School of Business, University of Washington Tacoma, USA. Louis W. Stern is John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management, Northwestern University, USA. Adel I. El-Ansary is the Donna L. Harper Professor of Marketing at the University of North Florida, USA.