Key words
channel management
Objectives
theoretical and practical insights into channel marketing
Topics
definition of marketing channels; types; structure; environment; channel strategy, behavior of intermediaires; added value; segmentation, targeting and positioning, partnerships, ECR, category management, marketing research; location
Prerequisites
marketing
Final Objectives
Materials used
L. Lagasse, P. Van Kenhove en W. van Waterschoot, Management van het distributiekanaal, Standaarduitgeverij, 2000, 455p
Study costs
€30
Study guidance
yes
Teaching Methods
ex cathedra; congres;cases; exercises; individual paper
Assessment
open book written examination;paper;oral examination
Lecturer(s)
L. Lagasse
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