Marketing Channels: Managing Supply Chain Relationships

Marketing Channels, 3/e by Pelton, Cooper, Strutton, and Lumpkin is the first text to use the relationship marketing perspective in the channels course. The authors introduce the Value Chain Relationship (VCR) Model – the first text available to focus on how marketing channels, buyer-seller relationships and supply chain management can be integrated to create competitive advantage. The VCR model includes B2B, B2C and C2C exchanges. Special emphasis is given to the multi-directional flows in multiple channels management. The VCR model provides a map for guiding students through marketing channels and supply chain management practices. This pedagogical package will contain a combination of text, cases, and readings. It contains coverage of legal, regulatory and ethical issues; technological issues (e.g., radio frequency identification and enterprise resource planning), and supply chain performance metrics. Careful attention is paid to the pacing of material throughout the semester.