Marketing Channel Management: People, Products, Programs, and Markets
Author:   Russell W. McCalley
Publisher:   Bloomsbury Publishing Plc
ISBN:  

9780275954390


Pages:   288
Publication Date:   28 August 1996
Recommended Age:   From 7 to 17 years
Format:   Hardback
Availability:   Manufactured on demand   Availability explained
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Marketing Channel Management: People, Products, Programs, and Markets


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Overview

This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, as well as competitive analysis, forecasting, and business planning. It leads the student to an understanding of what comprises the channel structure and the options available to develop it. The text features examples and illustrations to aid in the understanding of unfamiliar concepts. These are drawn from the world of business which gives this book practical and realistic applications. Important pedagogical features include discussion questions following each chapter and an instructor's manual to aid in the presentation of the material in the classroom (see the Instructor's Manual at http://www.greenwood.com/mccalley).

Full Product Details

Author:   Russell W. McCalley
Publisher:   Bloomsbury Publishing Plc
Imprint:   Praeger Publishers Inc
Dimensions:   Width: 15.60cm , Height: 1.80cm , Length: 23.50cm
Weight:   0.624kg
ISBN:  

9780275954390


ISBN 10:   0275954390
Pages:   288
Publication Date:   28 August 1996
Recommended Age:   From 7 to 17 years
Audience:   College/higher education ,  General/trade ,  Professional and scholarly ,  Undergraduate ,  General
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Foreword Preface Introduction Physical Elements of The Marketing Channel Structure Marketing Channel Overview Marketing Channel Structure and Physical Distribution Market Characteristics and Channel Management Product and Market Management Actions and Options Organizing to Manage the Marketing Channel Responsibility Effectiveness Without Authority The Marketing Data Base and Forecasting Calculating Market Share and Competitive Share Analysis Managing Products, Managing Markets Marketing Programs and Pricing Strategies The Marketing Planning Process Legal Issues in Channel Management Annotated Bibliography Index

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Author Information

RUSSELL W. McCALLEY is an adjunct professor in the School of Agribusiness and Environmental Resources at Arizona State University. He has held a number of positions in business and is the founder of R. W. McCalley and Associates, a management consulting firm based in Arizona.

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