Retail and

Channel
Marketing
•฀ ฀Managerial฀examples฀through฀ •฀ ฀Questions฀that฀can฀be฀used฀to฀

•฀ ฀Theoretical฀insights฀in฀boxes฀for฀
•฀ ฀Speciied฀learning฀objectives
•฀ ฀Main฀research฀evidences฀ •฀ ฀Detailed฀glossary

SANDRO CASTALDO
MONICA GROSSO
KATIA PREMAZZI
 Retail and Channel Marketing
Retail and Channel Marketing
This text, written for graduate and postgraduate students, investigates the
current trends in channel management from both the distributors’ and the

Retail and
manufacturers’ perspectives.

A winning go-to-market strategy is a fundamental driver of competitive

advantage. Manufacturers today have to find new ways to manage
their channel relationships with evolving distributors. Besides being big

Channel
economic players, distributors are also very effective in marketing activities,
with the advantage of being in constant contact with the end-customer.

Retail trends, marketing and innovation, ecommerce, channel marketing

and multi-channel management, are comprehensively covered, alongside

Marketing
theoretical and managerial issues. Business cases, as well industry data
and insights, are effectively used to illustrate key concepts in retail and
channel marketing.

Key features:
•฀ M
฀ anagerial฀examples฀through฀ •฀ Q
฀ uestions฀that฀can฀be฀used฀to฀
short practical cases promote discussion or set as an
•฀ T
฀ heoretical฀insights฀in฀boxes฀for฀ assignment
further investigation •฀ ฀Speciied฀learning฀objectives
•฀ M
฀ ain฀research฀evidences฀ •฀ ฀Detailed฀glossary
highlighted in a chapter summary

This detailed text is ideal for courses introducing the channel and retail
marketing domain to graduate marketing and management programmes.

KATIA PREMAZZI
MONICA GROSSO
SANDRO CASTALDO
Sandro Castaldo is Full Professor at Bocconi University, Italy,
Monica Grosso is Assistant Professor at EMLYON Business
School, France and Katia Premazzi is Assistant Professor at
SDA Bocconi University, Italy.

SANDRO CASTALDO
MONICA GROSSO
KATIA PREMAZZI

CONTACT Andy Driver JOB NO 1138 DATE SENT 02.04.13 TITLE Retail and Channel Marketing EDITOR Jane Bayliss
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