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Marketing Channel Management: People, Products, Programs, and Markets, by Russell W. McCalley
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This text is designed to give the reader an understanding of market structures, product and market management, advertising, product promotion, pricing strategies, as well as competitive analysis, forecasting, and business planning. It leads the student to an understanding of what comprises the channel structure and the options available to develop it. The text features examples and illustrations to aid in the understanding of unfamiliar concepts. These are drawn from the world of business which gives this book practical and realistic applications. Important pedagogical features include discussion questions following each chapter and an instructor's manual to aid in the presentation of the material in the classroom (see the Instructor's Manual at http://www.greenwood.com/mccalley).
- Sales Rank: #3500162 in Books
- Published on: 1996-08-28
- Original language: English
- Number of items: 1
- Dimensions: 9.75" h x 6.50" w x 1.00" l, 1.18 pounds
- Binding: Hardcover
- 288 pages
About the Author
RUSSELL W. McCALLEY is an adjunct professor in the School of Agribusiness and Environmental Resources at Arizona State University. He has held a number of positions in business and is the founder of R. W. McCalley and Associates, a management consulting firm based in Arizona.
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