Bookcover of THE PERFORMANCE OF MULTIPLE CHANNEL SYSTEMS
Booktitle:

THE PERFORMANCE OF MULTIPLE CHANNEL SYSTEMS

A Configuration Approach

VDM Verlag Dr. Müller (2009-05-24 )

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ISBN-13:

978-3-639-16012-3

ISBN-10:
3639160126
EAN:
9783639160123
Book language:
English
Blurb/Shorttext:
The strategic importance of marketing channels has been recognized by practitioners and researchers. Their long-term consequences make channel decisions one of the most strategically important elements of the marketing mix. They are even more critical in light of today’s multiple- channel systems. Despite its importance, multiple channel performance has received limited attention.This book addresses this issue by adopting a configuration theoretic approach to examine the fit between multiple-channel system structure, business strategy, and environmental conditions. Two ideal configurations of strategy, multiple- channel structure, and environment are offered and their existence is verified with data from a survey of 291 manufacturing firms. This book demonstrates that multiple-channel systems are able to make greatest contributions to firm performance when their structures are properly aligned with the strategy of the firm and with the environment. This work should help shed some light on multiple channel system performance, and should be useful to marketing professionals who may be in charge of channel design and strategy decisions.
Publishing house:
VDM Verlag Dr. Müller
Website:
http://www.vdm-verlag.de
By (author) :
Sertan Kabadayi
Number of pages:
172
Published on:
2009-05-24
Stock:
Available
Category:
Advertisement, marketing
Price:
68.00 €
Keywords:
Channel Performance, Multiple Channel Systems, Configuration, Channel Design, Business Strategy, environment, Fit

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