Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey
Handbook of Research on Distribution Channels, Forthcoming
62 Pages Posted: 22 Sep 2015
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Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey
Handbook of Research on Distribution Channels, Forthcoming
Number of pages: 62
Posted: 22 Sep 2015
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Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey
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
Number of pages: 68
Posted: 10 May 2017
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Modeling Multichannel Supply Chain Management With Marketing Mixes: A Survey
Chapter in: Edward Elgar Publishing, Handbook of Research on Distribution Channels, edited by (Charles A. Ingene and Rajiv P. Dant/Gangshu (George) Cai, Yue Dai, Wenzhu Zhang) 2018, Forthcoming
Number of pages: 68
Posted: 10 May 2017
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Date Written: September 17, 2015
Abstract
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.
Suggested Citation: Suggested Citation
Cai, Gangshu (George) and Dai, Yue and Zhang, Wenzhu, Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey (September 17, 2015). Handbook of Research on Distribution Channels, Forthcoming , Available at SSRN: https://ssrn.com/abstract=2662249
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