Now in its second edition, this updated text explores the
contemporary trends in retail and channel marketing. Disentangling
the complexity of channel marketing issues, it offers a systematic
overview of the key concepts and intricacies of the subject and
provides a holistic approach to retail and channel marketing.
 Key features of the second edition include: Coverage of
both the core tenets and the latest research frontiers in the field
A new chapter detailing the history of retailing and its importance
to modern economies Updated case examples based on real-world
scenarios to reinforce understanding of complex topics Exploration
of key concerns of commercial sector analysis and retail marketing
through the lenses of the manufacturer, the retailer and the
customer. Offering a comprehensive introduction to both
foundational topics and advanced concepts, this textbook is ideal
for courses relating to channel marketing and retail management, as
well as MBA courses on marketing and go-to-market strategy.
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