Channel Strategies and Marketing Mix in a Connected World
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 Propositio
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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 related strategy, the level of product information disclosure, or firms’ environmental concerns. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, this book aims to revisit the “traditional” interactions between channel strategies and the marketing mix in a connected world. By collecting state-of-the-art academic studies along these dimensions, this book would enhance
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