Distribution channels are the most complex element of the marketing
mix to fully grasp and to profitably manage. In this Handbook the
authors present cutting-edge research on channel management and
design from analytical, conceptual, and empirical perspectives. The
ultimate objective of this Handbook is a comprehensive theory of
distribution channels for scholars presented in enlightened surveys
of the literature to tightly reasoned investigations. Channel
management topics include value creation, interorganizational
knowledge transfer, contract design, governance and control, and
relationship management. Channel design topics encompass
coordination, supply-chain management, price vs. quantity
competition, channel breadth, franchising, resale price
maintenance, and bricks-and-mortar vs. online retailer competition.
The book concludes with a sketch of a ''Comprehensive Theory of
Distribution Channels'' meant to incorporate and extend current
thinking. The breadth of this Handbook makes it appropriate for use
in a doctoral course on distribution channels, or as a
knowledge-broadening resource for faculty and researchers who wish
to understand types of channels research that are outside the scope
of their own approach to distribution. Contributors include: K.D.
Antia, B.L. Baker, P. Bicen, C.P. Blocker, J.R. Brown, G. Cai, N.N.
Chau, S.C. Choi, J.L. Crosno, T.H. Cui, Y. Dai, R.P. Dant, R.
Desiraju, K. Eshghi, D.J. Flint, K.M. Frias, M. Ghosh, S. Gilbert,
G.T. Gundlach, C.M. Harmeling, J.D. Hibbard, M.B. Houston, C.A.
Ingene, K. Jerath, G. John, J. Johnson, M. Kacker, G. Lai, Z. Li,
R.F. Lusch, P. Mallucci, A.J. Malter, S. Mani, A.L. Matthews, R.W.
Palmatier, S.-J. Park, R.E. Paul, J. Raju, S. Ray, F. Sadeh, R.S.
Sohi, J.M. Song, R. Staelin, A.S. Vinhas, M. Viswanathan, K.H.
Wathne, S.K. Weaven, X. Xu, W. Zhang, Z.J. Zhang, Y. Zhao
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