| 书目名称 | Channel Strategies and Marketing Mix in a Connected World | | 编辑 | Saibal Ray,Shuya Yin | | 视频video | | | 概述 | Examines channel strategies from an Operations perspective.Presents the latest research in the area.Looks at the arenas of consumers, products, value proposition, convenience, and sustainability and t | | 丛书名称 | Springer Series in Supply Chain Management | | 图书封面 |  | | 描述 | .This 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, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future. .When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers’ purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.. | | 出版日期 | Book 2020 | | 关键词 | Channel Strategies; Marketing Mix; Omni-Channel Retailing; Value Chain; Product Design; Product R&D Colla | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-030-31733-1 | | isbn_softcover | 978-3-030-31735-5 | | isbn_ebook | 978-3-030-31733-1Series ISSN 2365-6395 Series E-ISSN 2365-6409 | | issn_series | 2365-6395 | | copyright | Springer Nature Switzerland AG 2020 |
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发表于 2025-3-21 16:54:42
