Channel Strategies and Marketing Mix in a Connected World / Saibal Ray, Shuya Yin
Publication year: 2020
ISBN: 978-3-030-31733-1
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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.
Subject: Business, Marketing, Business and Management, Operations Research and Decision Theory, Channel Strategies, Marketing Mix, Omni-Channel Retailing, Value Chain, Product Design, Product R&D Collaboration, Purchasing Decisions, Consumer Purchase Behavior, E-Commerce, Mobile Payment
