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Full Description
This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book. This book is a combination of text, cases, and readings. It contains coverage of global and ethical issues. Careful attention is paid to the pacing of material throughout the semester.
Contents
Part I. MARKETING CHANNELS FRAMEWORK 1. Marketing Channels: Information-Driven, Customer-Steered 2. Channel Roles in a Virtual Marketplace 3. Attaining Competitive Advantage Through Channel Design 4. Marketing Mix and Relationship Marketing Part I Cases 1.1 Compaq Computer Corporation: The Dell Challenge 1.2 Sunshine Juice Company 1.3 Eggsercizer: "The World's Smallest Exercise Machine" 1.4 Opus One: A Marriage of Wine-Making Magnates Part II. CHANNEL EXOSYSTEMS 5. Managing Uncertainty in the Channel Environment 6. Channel Relationships in the Global Village 7. Legal and Ethical Imperatives in Channel Relationships Part II Cases 2.1 Wal-Mart Stumbles with Hong Kong Shoppers 2.2 Partnering for Success: Federal Express and Netscape Join Forces for Information Technology 2.3 Necessity to Luxury: Cool Moves-The Cooling of Two Countries Part III. CHANNEL MICROSYSTEMS 8. Conflict Resolution Strategies 9. Information Systems and Relational Logistics 10. Developing Positive Channel Relationships Part III Cases 3.1 SAP/Microsoft: Dancing with the Bear 3.2 Ameriserve 3.3 Indiana Wine Grape Council 3.4 Factory Direct Selling by Cironi's Sewing Center Part IV. CHANNEL MESOSYSTEM 11. Transactional Costs and Vertical Marketing Systems 12. Franchising in the Global Economy 13. Developing Long-Term Value 14. Strategic Partnering Agreements Part IV Cases 4.1 The Country's Best Yogurt 4.2 Tom, Dick, and Harry Consider a Pretzel Franchise 4.3 MEMC: The Silicon Wafer Industry 4.4 Divorce on the Alliance Highway 4.5 EQUILON: A Texaco/Shell Strategic Partnership
