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Channel Management

Опубликовано на портале: 20-10-2003
Дисциплина: Channel Management
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

This course presents concepts and analytical tools necessary to manage distribution channels. We will view channels both as value delivery systems and as interorganizational systems. The course is organized around three themes: designing a go-to-market approach and channel structure, coordinating the channel participants, and changing channels. Specific topics include going direct vs. indirect, incorporating the Internet into hybrid systems, e-commerce and value integration,, franchising, channel conflict, legal issues regarding channel policies, category management, and efficient consumer response (ECR) initiatives.

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