MARC record from Internet Archive

LEADER: 06145cam 2200601 a 4500
001 ocm25787211
003 OCoLC
005 20200113205326.0
008 920420s1992 ctu b 001 0 eng
010 $a 92015768
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035 $a(OCoLC)25787211
050 00 $aHF5415.129$b.M38 1992
082 00 $a658.8/4$220
084 $aQP 621$2rvk
100 1 $aMcCalley, Russell W.
245 10 $aMarketing channel development and management /$cRussell W. McCalley ; foreword by Ray A. Goldberg.
260 $aWestport, Conn. :$bQuorum Books,$c1992.
300 $axiv, 280 pages ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 267-271) and index.
505 0 $aForeword / Ray A. Goldberg -- pt. I. Physical Elements of Marketing Channel Development Structure. Ch. 1. Marketing Channel Overview. Ch. 2. Marketing Channel Participants and Their Functions. Ch. 3. Marketing Channel Structure. Ch. 4. Channel Participants and Physical Distribution. Ch. 5. Market Characteristics and Channel Management -- pt. II. Product and Market Management Actions and Options. Ch. 6. Organizing to Manage the Marketing Channel. Ch. 7. Responsibility Effectiveness without Authority. Ch. 8. Working with Sales and Marketing Statistics. Ch. 9. Forecasting Sales and Market Share. Ch. 10. Managing Products/Managing Markets. Ch. 11. Managing Pricing Issues. Ch. 12. Creating and Managing Marketing Programs. Ch. 13. Legal Issues in Channel Management. Ch. 14. The Marketing Channel Planning Process. Ch. 15. Competitive Analysis.
520 $aManaging the entire environment in which products are conceived, manufactured, transported, stored, marketed, sold, and consumed is the marketing channel orientation to marketing management. Marketing managers do not perform product development and manufacturing functions, but are part of the planning that controls these functions in order to reflect the needs of the marketing channel. How to accomplish this important management task is outlined step-by-step in this comprehensive, instructive and practical book devoted to the development and management of the marketing channel. The book begins with a pragmatic approach to the development of a marketing channel structure, the selection and motivation of channel participants and the adoption of management programs and methods to insure the marketing company can reach its objectives with the greatest efficiency. Section One presents the physical distribution and channel structure section. The second section is dedicated to the presentation of creative management methods, skills and systems of analysis. These methods are presented to plan and implement successful marketing channel management. The primary, full channel, management focus is directed to product and market management. It includes marketing program development, advertising, promotion, marketing planning, pricing strategies and product positioning. People management and methods of motivation embrace all marketing channel members from manufacturers, wholesalers, agents, and retailers to users or consumers. Special attention is given to key topics such as the management tasks involving the collection and analysis of marketing and sales statistics, forecasting and profit planning methods. Product pricing methods and positioning are also emphasized. Effective alternatives for management action to competitive promotions are directed to all levels of the marketing channel. The special needs of product and market managers, who have accepted broad responsibilities without the authority of position power to accomplish them, are accommodated with the "Manager's Authority Profile." This is a method designed to provide these managers with the power to perform without the risk of conflict. The book concludes with what Paul Harvey would call "the rest of the story." It is about those marketing channel participants we identify as competitors. The competitive analysis system presented incorporates an outline for the development of a unique competitive profile. It also offers a new competitive market share analysis process. This book is intended to be a complete marketing management reference for the development of physical distribution with the creation and management of marketing programs for the entire marketing channel.
650 0 $aMarketing channels.
650 0 $aMarketing$xManagement.
650 7 $aMarketing channels.$2fast$0(OCoLC)fst01010265
650 7 $aMarketing$xManagement.$2fast$0(OCoLC)fst01010209
650 7 $aAbsatzweg$2gnd
650 7 $aMarketingmanagement$2gnd
653 0 $aMarketing$aManagement
653 0 $aMarketing channels
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/enhancements/fy1510/92015768-t.html
856 41 $3Table of contents$uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=005378714&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
856 41 $3Table of contents$uhttp://www.gbv.de/dms/hbz/toc/ht004531681.PDF
856 41 $3Table of contents$uhttp://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005378714&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/enhancements/fy1510/92015768-b.html
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