Overview
- Examines channel strategies from an Operations perspective
- Presents the latest research in the area
- Looks at the arenas of consumers, products, value proposition, convenience, and sustainability and their interactions with channel strategies
Part of the book series: Springer Series in Supply Chain Management (SSSCM, volume 9)
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Table of contents (10 chapters)
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Front Matter
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Back Matter
Keywords
About this book
This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future.
When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers’ purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.
Editors and Affiliations
About the editors
Shuya Yin joined the Merage faculty in July 2005. Her recent research addresses various problems in decentralized retail supply chains by using non-cooperative and cooperative game theory. Professor Yin is interested in issues including product-return policies between channel members, secondary market for durable products, alliances of players in selling and buying, timing of operational decisions, and management of information flow on uncertain demand.
Bibliographic Information
Book Title: Channel Strategies and Marketing Mix in a Connected World
Editors: Saibal Ray, Shuya Yin
Series Title: Springer Series in Supply Chain Management
DOI: https://doi.org/10.1007/978-3-030-31733-1
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-31732-4Published: 19 December 2019
Softcover ISBN: 978-3-030-31735-5Published: 21 January 2021
eBook ISBN: 978-3-030-31733-1Published: 14 December 2019
Series ISSN: 2365-6395
Series E-ISSN: 2365-6409
Edition Number: 1
Number of Pages: X, 282
Number of Illustrations: 4 b/w illustrations, 17 illustrations in colour