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Marketing Channel Management: A Customer-centric Approach

Marketing Channel Management: A Customer-centric Approach
Books from same Author: Pingali Venugopal
Books from same Publisher: SAGE Publications India Pvt Ltd

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Description

In this timely book, Pingali Venugopal provides a balanced presentation of the conceptual and implementation aspects of channel management. Professor Venugopal integrates channel management decisions with advertising and sales functions to develop non-conflicting and non-overlapping routes to satisfy the requirements of consumers. Replete with real-life examples and case studies, it provides carefully developed frameworks for the Indian market. Planning exercises are included at the end of each chapter, which practitioners can apply to their specific situations.

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General Information
Author(s)Pingali Venugopal
PublisherSAGE Publications India Pvt Ltd
ISBN9780761995517
Pages188
BindingPaperback
LanguageEnglish
Publish YearAugust 2001
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