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(s): Saibal Ray, Shuya Yin
Series: Springer Series In Supply Chain Management Vol. 9
Publisher: Springer
Year: 2020
Language: English
Pages: 290
Tags: Marketing
Front Matter ....Pages i-x
Estimating Demand with Constrained Data and Product Substitutions (Mark E. Ferguson)....Pages 1-27
Selling Innovative Products to Anxious Consumers (Yufei Huang, Bilal Gokpinar, Christopher S. Tang, Onesun Steve Yoo)....Pages 29-46
Buyer Valuation Uncertainty and Firm Information Provision Strategies (Jane Z. Gu, Rachel R. Chen)....Pages 47-70
Optimizing Promotions for Multiple Items in Supermarkets (Maxime C. Cohen, Georgia Perakis)....Pages 71-97
Optimization of Operational Decisions in Digital Advertising: A Literature Review (Narendra Agrawal, Sami Najafi-Asadolahi, Stephen A. Smith)....Pages 99-146
New Models of Strategic Customers in the Age of Omnichannel Retailing (Fei Gao, Xuanming Su)....Pages 147-164
On-Demand Customization and Channel Strategies (Li Chen, Yao Cui, Hau L. Lee)....Pages 165-192
Price-Matching Strategy: Implications of Consumer Behavior and Channel Structure (Arcan Nalca, Saibal Ray, Tamer Boyaci)....Pages 193-226
Collaborative Micro-Retailing in Developing Economies (Luyi Gui, Christopher S. Tang, Shuya Yin)....Pages 227-246
The History and Progression of Sustainability Programs in the Retail Industry (Tiffin Shewmake, Adam Siegel, Erin Hiatt)....Pages 247-274
Back Matter ....Pages 275-282
