Marketing Channels: A Relationship Management Approach

Type

Book

Authors

Lou E Pelton

David Strutton

James R Lumpkin

ISBN 10

0072895128

ISBN 13

9780072895124

Tags

Management & Leadership, Advertising, Multilevel, Marketing

Description

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. - from Amzon

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