Marketing Channels, 6/E

The sixth edition of marketing channels, suitable for mba and specialized marketing courses, introduces the basic ideas and concepts underlying channel analysis, and then explores the channel issues in depth by means of examples taken from all over the world. It focuses on channel design and development, coordination and implementation of effective relationships among channel members, and performance measurement to show how to achieve sustainable competitive advantage by using both strategic and managerial frames of reference. Finally, the book describes and evaluates the predominant institutional forms including the emerg-ing alternatives, at each level of marketing channel, that bring products and services to market.