Handbook

This course presents an integrated approach to distribution strategy and retail channel management. It addresses analytic, strategic and managerial aspects of distribution (the creation of product and service availability through marketing channels) and retail marketing (the management and marketing assortments of merchandise for direct sale to the consumer). Typically, topics include: marketing channel structure and functions, the retailing industry, channel design, channel structure, channel power and conflict, distribution intensity, retail product selection, assortment planning, retail buying, retailer's own brands, channel integration, wholesaling, franchising, strategic alliances in distribution, international retailing, non-store retailing, electronic retailing and electronic distribution channels.