Marketing Channel Management: People, Products, Programs, and Markets

by Russell W. McCalley

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0275954390
• ISBN13: 9780275954390
• Release Date: February 2004
• Publisher: Praeger
• Length: 288 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"