Retail and channel marketing / Sandro Castaldo, Monica Grosso, Katia Premazzi | Castaldo, Sandro (1965-). Auteur
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Retail and channel marketing

Castaldo, Sandro (1965-). Auteur

Grosso, Monica (19..-....). Auteur ; Premazzi, Katia (19..-....). Auteur

Edward Elgar 2020 - xviii, 254 pages

Now in its second edition, this updated text explores the contemporary trends in retail and channel marketing. Disentangling the complexity of channel marketing issues, it offers a systematic overview of the key concepts and intricacies of the subject and provides a holistic approach to retail and channel marketing

Part I Retailing. 1 The retail sector. 2 Retail marketing. 3 Retail innovation. 4 Retail branding. 5 A brief history of retailing (by Elisabetta Merlo). Part II Channel ... Management. 6 Channel design. 7 Channel marketing. 8 E-tailing. 9 Multi- and omni-channel management. Bibliography. Glossary. Index. Lire la suite


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