Autorentext

RUSSELL W. McCALLEY is an adjunct professor in the School of Agribusiness and Environmental Resources at Arizona State University. He has held a number of positions in business and is the founder of R. W. McCalley and Associates, a management consulting firm based in Arizona.

Klappentext

This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, as well as competitive analysis, forecasting, and business planning. It leads the student to an understanding of what comprises the channel structure and the options available to develop it. The text features examples and illustrations to aid in the understanding of unfamiliar concepts. These are drawn from the world of business which gives this book practical and realistic applications. Important pedagogical features include discussion questions following each chapter and an instructor's manual to aid in the presentation of the material in the classroom (see the Instructor's Manual at http://www.greenwood.com/mccalley).

Inhalt

Foreword
Preface
Introduction
Physical Elements of The Marketing Channel Structure
Marketing Channel Overview
Marketing Channel Structure and Physical Distribution
Market Characteristics and Channel Management
Product and Market Management Actions and Options
Organizing to Manage the Marketing Channel
Responsibility Effectiveness Without Authority
The Marketing Data Base and Forecasting
Calculating Market Share and Competitive Share Analysis
Managing Products, Managing Markets
Marketing Programs and Pricing Strategies
The Marketing Planning Process
Legal Issues in Channel Management
Annotated Bibliography
Index