TY - BOOK ID - 85597039 TI - Marketing channel strategy : an omni-channel approach AU - Palmatier, Robert W. AU - Sivadas, Eugene AU - Stern, Louis W. AU - Ansary, Adel I. PY - 2020 SN - 1000649997 042929199X 1000650456 1138593931 9781138593930 0367262096 9780367262099 9781138593930 9780367262099 PB - New York, New York ; London : Routledge, DB - UniCat KW - Marketing channels. KW - Channels, Marketing KW - Channels of distribution KW - Distribution channels KW - Gray market KW - Physical distribution of goods KW - Marketing channels KW - Marketing - Management KW - Marketing UR - https://www.unicat.be/uniCat?func=search&query=sysid:85597039 AB - Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book. ER -