Marketing Channels, 3/e by Pelton, Cooper, Strutton, and Lumpkin is the first text to use the relationship marketing perspective in the channels course. The authors introduce the Value Chain Relationship (VCR) Model - the first text available to focus on how marketing channels, buyer-seller relationships and supply chain management can be integrated to create competitive advantage. The VCR model includes B2B, B2C and C2C exchanges. Special emphasis is given to the multi-directional flows in multiple channels management. The VCR model provides a map for guiding students through marketing channels and supply chain management practices.
- ISBN13 9780071238397
- Publish Date 16 November 2004
- Publish Status Cancelled
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Inc.,US
- Edition 3rd edition
- Format Paperback
- Language English