The Irwin series in marketing

1 total work

Marketing Channels

by Lou Pelton, David Strutton, and James R. Lumpkin

Published September 1996

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.