Modeling Multichannel Supply Chain Management with Marketing Mixes : A Survey

This book chapter reviews the literature on multichannel supply chain management that uses marketing mixes. A multichannel supply chain includes at least two channels, at least one of which is a supply chain. This survey categorizes existing contributions according to three dimensions: channel architecture, marketing mixes, and supply chain mixes. This chapter also suggests some research directions

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Year of publication:	2017
Authors:	Cai, Gangshu (George)
Other Persons:	Dai, Yue (contributor) ; Zhang, Wenzhu (contributor)
Publisher:	[2017]: [S.l.] : SSRN
Subject:	Lieferkette \| Supply chain \| Marketingmanagement \| Marketing management \| Vertriebsweg \| Distribution channel

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Extent:	1 Online-Ressource (68 p)
Type of publication:	Book / Working Paper
Language:	English
Notes:	In: Handbook of Research on Distribution Channels edited by/ by (Charles A. Ingene and Rajiv P. Dant/ Gangshu (George) Cai, Yue Dai, Wenzhu Zhang) Edward Elgar Publishing 2018 Forthcoming Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments May 7, 2017 erstellt
Source:	ECONIS - Online Catalogue of the ZBW

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