E-Book Overview
This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future. When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers’ purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.
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Springer Series in Supply Chain Management Saibal Ray Shuya Yin Editors Channel Strategies and Marketing Mix in a Connected World Springer Series in Supply Chain Management Volume 9 Series Editor Christopher S. Tang University of California Los Angeles, CA, USA More information about this series at http://www.springer.com/series/13081 Saibal Ray • Shuya Yin Editors Channel Strategies and Marketing Mix in a Connected World 123 Editors Saibal Ray Bensadoun School of Retail Management McGill University Montreal, QC, Canada Shuya Yin Paul Merage School of Business University of California, Irvine Irvine, CA, USA ISSN 2365-6395 ISSN 2365-6409 (electronic) Springer Series in Supply Chain Management ISBN 978-3-030-31732-4 ISBN 978-3-030-31733-1 (eBook) https://doi.org/10.1007/978-3-030-31733-1 © Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland Preface In the process of selling a product or service, firms usually consider various components of the marketing mix and value proposition to influence consumers’ purchase behaviors, such as product design, advertising, delivery and convenience, pricing, and promotions. This mix varies depending on consumer characteristics in the market that the firm is targeting, the specific distribution channel(s) and rela