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.

Author Biography

Saibal Ray joined the Operations Management area of the Desautels Faculty of Management in 2001. Dr. Ray’s research interest can broadly be categorized as supply chain management. He is specifically interested in studying supply chain risk management, retail operations management, secondary market for durable products and supply chain issues related to agri-food and natural resources sectors. Most of his research is at the interface of operations and marketing.
Shuya Yin joined the Merage faculty in July 2005. Her recent research addresses various problems in decentralized retail supply chains by using non-cooperative and cooperative game theory. Professor Yin is interested in issues including product-return policies between channel members, secondary market for durable products, alliances of players in selling and buying, timing of operational decisions, and management of information flow on uncertain demand.

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