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Springer Series in Supply Chain Management
cover

Channel Strategies and Marketing Mix in a Connected World

Editors: Ray, Saibal, Yin, Shuya (Eds.)

  • 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
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Buy this book

eBook 89,99 €
price for France (gross)
  • The eBook version of this title will be available soon
  • à paraître: 19 janvier 2020
  • ISBN 978-3-030-31733-1
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover 116,04 €
price for France (gross)
  • à paraître: 19 janvier 2020
  • ISBN 978-3-030-31732-4
  • Free shipping for individuals worldwide
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.

About the authors

Saibal Ray joined the Operations Management area of the Desautels Faculty of Management in 2001. Dr. Ray's research interest can broadly be categorized as supply chain management. He is specifically interested in studying supply chain risk management, retail operations management, secondary market for durable products and supply chain issues related to agri-food and natural resources sectors. Most of his research is at the interface of operations and marketing.
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.

Buy this book

eBook 89,99 €
price for France (gross)
  • The eBook version of this title will be available soon
  • à paraître: 19 janvier 2020
  • ISBN 978-3-030-31733-1
  • Digitally watermarked, DRM-free
  • Included format:
  • ebooks can be used on all reading devices
Hardcover 116,04 €
price for France (gross)
  • à paraître: 19 janvier 2020
  • ISBN 978-3-030-31732-4
  • Free shipping for individuals worldwide
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Bibliographic Information

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
Series Volume
9
Copyright
2020
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-31733-1
DOI
10.1007/978-3-030-31733-1
Hardcover ISBN
978-3-030-31732-4
Series ISSN
2365-6395
Edition Number
1
Number of Pages
VIII, 226
Number of Illustrations
3 b/w illustrations, 17 illustrations in colour
Topics