The importance of managing the B2B channel relationship is increasingly being recognised by suppliers. For example, Carlo Fiorini, CEO of Hewlett Packard, pointed to poor channel relationships as a root cause for poor business performance. Gary Frazier stated “As the world economy evolves, more and more companies are highlighting channel management as among their very top priorities. The opport...

The prevalent multichannel shopping environment is driving many consumers to choose between online and offline channel at the information search and product purchase stages of a shopping experience. Consequently, multichannel retailers face the challenges of identifying different target consumer groups and maximizing the value of each channel by understanding and serving each group more effecti...

MESSAGES ON STUDENT KNOWLEDGE, MOTIVATION AND BEHAVIOR: RESULTS FROM THE TEAM NUTRITION PILOT STUDY. R. Craig Lefebvre, Carol Olander & Elyse Levine Presented at the Innovations in Social Marketing Conference, Montreal, Canada, 1999. Reprinted in Proceedings of the Conference as: Lefebvre, RC, Olander C, Levine E. The impact of multiple channel delivery of nutrition messages on student knowledg...

SAS Marketing Automation enables organizations to rapidly create, modify and execute marketing campaigns, getting them quickly out the door in an automated, traceable and repeatable manner. As such, the system running your SAS Marketing Automation can have a significant impact on getting the maximum value of your software investment, so the deployment strategy is a critical consideration. Getti...

Search engines have become an important channel for destination marketing organizations (DMOs) to communicate and promote their products. This study examine the visibility of the websites of the 50 US state tourism offices. Specifically, website visibility is measured by their rankings among other search results in Google based upon a number of most frequently used queries. By comparing website...

Extensive integration of online and offline channels is often considered the preferable strategy for multi channel retailing. However, empirical findings contradict this assumption and show that retailers choose divergent multi channel strategies. In this paper, we present a model of strategic channel alignment and define four alignment perspectives that can help to reconstruct and interpret de...

small scale industries are suffering most from the marketing problems due to their owners’ attitudes, units’ capacity, and quality of products along with the scale of production. the researchers analyzed the problems of selected twenty small scale industrial units of various industrial groups of industrial estates of sylhet division of bangladesh to get insights of the problem. primary and seco...