Integrated marketing channels

Part 1 of ebook "Multichannel commerce: A consumer perspective on the integration of physical and electronic channels" provides readers with contents including: Chapter 1 - Introduction; Chapter 2 - Offline, online and multichannel commerce; Chapter 3 - Perception and valuation of multichannel integration services;...

76p giangmacvien 22-06-2024 1 1   Download

Part 2 of ebook "Multichannel commerce: A consumer perspective on the integration of physical and electronic channels" provides readers with contents including: Chapter 4 - Purchase specific and individual differences; Chapter 5 - Reflection; Appendix A - Methodology of the structured literature review; Appendix B - German measurement instrument; Appendix C - Latent variable correlations and AVE;...

88p giangmacvien 22-06-2024 1 1   Download

Ebook Marketing management (13th ed): Part 2 includes contents: Chapter 12 - Setting product strategy; Chapter 13 - Designing and managing services; Chapter 14 - Developing pricing strategies and programs; Chapter 15 - Designing and managing integrated marketing channels; Chapter 16 - Managing retailing, wholesaling, and logistics; Chapter 17 - Designing and managing integrated marketing communications; Chapter 18 - Managing mass communications; advertising, sales promotions, events, and public relations; Chapter 19 - Managing personal communications - direct and interactive marketing and p...

370p haojiubujain01 03-07-2023 4 2   Download

Part 1 of ebook "Travel marketing, tourism economics and the airline product: An introduction to theory and practice" presents the following content: an introduction to travel marketing; the tourism industry - an overview; understanding customer needs and wants; the marketing environment; market segmentation, targeting and positioning; integrated marketing communications; tourism distribution channels; strategic planning and the marketing effectiveness audit;...

151p damtuyetha 09-01-2023 10 4   Download

Principles of marketing: Lecture 32 provide students with knowledge about: distribution channel; marketing channel; marketing communications; promotion and its goals; the marketing communications mix; integrated marketing communications;... Please refer to this lesson for details!

68p hanlamcoman 26-11-2022 10 6   Download

Chapter 6 - Source, message, and channel factors. After completing this unit, you should be able to: To study the major variables in the communication system and how they influence consumers' processing of promotional messages, To examine the considerations involved in selecting a source or communicator of a promotional message, To examine different types of message structures and appeals that can be used to develop a promotional message,...

18p runordie9 27-09-2022 14 7   Download

In this paper, we study the sustainable coordination of a consignment channel that arises due to simultaneous consideration of Greening and Marketing initiatives undertaken by channel agents. We investigate a green channel where the manufacturer (M) is responsible for greening and the retailer (R) undertakes marketing efforts. Therefore, the market demand is affected by retail price, R’s marketing and M’s greening efforts. Using M-led Stackelberg game to model the decision-making of the two firms in the channel, we analyze the decentralized channel under our four proposed sharing contracts.

12p huyetthienthan 23-11-2021 20 4   Download

The results show that individual variables and nature of the operation are the main factors influencing customer’s choice for banking services’ distribution channels. Moreover, we also find that service quality perceived by customers among different channels have dissimilar effects on overall customer satisfaction. The results also propose a conceptual model of multi-channel customer satisfaction in a Vietnamese banking context.

15p huyetthienthan 23-11-2021 15 4   Download

The following will be discussed in this chapter: Channel-of-distribution structures, import-oriented distribution structure, Japanese distribution structure, high density of middlemen, channel control, business philosophy, large-scale retail store law and its successor,...

15p lovebychance05 01-06-2021 10 3   Download

Chapter 15 - Designing and managing integrated marketing channels. In this chapter, we will address the following questions: What is a marketing channel system and value network? What work do marketing channels perform? How should channels be designed? What decisions do companies face in managing their channels? How should companies integrate channels and manage channel conflict? What are the key issues with e-commerce and m-commerce?

36p lovebychance01 25-04-2021 18 2   Download

The goals of this chapter are: To examine the structure of specific media industries including broadcast, print, out-of-home and cinema and the role of each media channel in the IMC program; to consider the advantages and limitations of each media channel; to explain how audiences are measured and how rates are determined;...

61p koxih_kothogmih7 29-09-2020 22 4   Download

Fresh vegetables are integral part of consumer’s food expenditure. Every consumer wants good value for money in market for making purchase of fresh vegetables and also looks forward to have good quality, pest and disease free, hygienic and safe produce at affordable price. The current research work was carried out to investigate the consumer perspective and concerns during supply chain of fresh vegetables. The study was carried out in Delhi (India).

12p cothumenhmong4 25-03-2020 23 1   Download

The present study was carried out on the topic market integration of vegetable growers in Bhagalpur district of Bihar. This study has been carried out with objectives i.e. identification of marketing channels and pattern of marketing in selected markets of Bhagalpur district.

5p chauchaungayxua4 22-03-2020 7 1   Download

part 1 book “integrated advertising, promotion, and marketing communications” has contents: integrated marketing communications, brand management, buyer behaviors, the imc planning process, advertising campaign management, advertising design, traditional media channels.

242p tieu_vu14 15-08-2018 53 7   Download

Capital market integration of selected ASEAN countries and its investment implications. The interaction channels between these markets provide valuable information to investors about possible investment gateways into these ASEAN6 countries. The dependence structure of unexpected returns between the US and ASEAN6 countries, and contagion of the Global Finance Crisis (GFC) are explored in the paper.

29p tranminhluanluan 29-05-2018 34 2   Download

Learning objectives: Understand vertical integration as a continuum from make to buy rather than as a binary choice, explain why channel players (manufacturers, wholesalers, retailers) often integrate forward or backward with great expectations, only to divest themselves within a few years.... and other contents.

5p tieu_vu08 05-05-2018 39 1   Download

(bq) part 2 book "principles of marketing" has contents: pricing strategies, marketing channels - delivering customer value; retailing and wholesaling; communicating customer value - integrated marketing communications strategy; advertising and public relations; personal selling and sales promotion,...and other contents.

400p bautroibinhyen30 15-06-2017 47 3   Download

(bq) part 2 book "contemporary marketing" has contents: relationship marketing and customer relationship management, product and service strategies, developing and managing brand and product categories, marketing channels and supply chain management; integrated marketing communications, advertising and public relations,...and other contents.

444p bautroibinhyen23 02-04-2017 51 4   Download

(bq) part 2 book "contemporary marketing" has contents: marketing channels and supply chain management; retailers, wholesalers, and direct marketers; integrated marketing communications; advertising and public relations; personal selling and sales promotion,...and other contents.

358p bautroibinhyen23 02-04-2017 66 8   Download

Chapter 17 provides knowledge of integrated marketing communications and direct marketing. This chapter discuss integrated marketing communication and the communication process; describe the promotional mix andthe uniqueness of each component; select the promotional approach appropriate to a product’s target audience, life-cycle stage, and channel strategy.

69p luimotbuoc_3 03-11-2016 45 4   Download