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
68 Pages Posted: 10 May 2017
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Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey
Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey
Modeling Multichannel Supply Chain Management With Marketing Mixes: A Survey
Date Written: May 7, 2017
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.
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