Channel strategies and marketing mix in a connected world
- Author
- Saibal Ray, Shuya Yin
- Publication Year
- 2020
- Publisher
- Springer Cham
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read 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.
Keywords: 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
