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Marketing Channels
Lou Pelton, David Strutton and James R. Lumpkin
Channel relationships are increasingly important in creating market value and sustainable competitive advantage. This elective provides an up-to-date perspective of the relationships among marketing channels using the channel relationship model (CRM). It looks at challenges and opportunities in the external channel environment, behavioural issues that beset channel relationships (internal channel environment), coordinations, conflict, cooperation, the economics of exchange and the development of channel relationships, including the implication of acquiring strategic partners.
Topics covered
- Where mission meets market.
- Channel roles in a dynamic marketplace.
- Conventional marketing systems.
- Marketing mix and relationship marketing.
- Environmental scanning: managing uncertainty.
- Legal developments in marketing channels.
- Ethical issues in relationship marketing.
- Global challenges and opportunities.
- Channel climate.
- Conflict resolution strategies.
- Information systems and relationship logistics.
- Cultivating positive channel relationships.
- Transaction costs in marketing channels.
- Vertical marketing systems.
- Franchising: an emerging global trend.
- Long-term interfirm relationships.
- The emerging role of strategic alliances.
- Strategic implications for the new millenium.
