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

See all articles by Gangshu (George) Cai

Gangshu (George) Cai

Santa Clara University

Yue Dai

Fudan University

Wenzhu Zhang

Fudan University

Multiple version iconThere are 3 versions of this paper

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.

Suggested Citation

Cai, Gangshu (George) and Dai, Yue and Zhang, Wenzhu, Modeling Multichannel Supply Chain Management with Marketing Mixes: A Survey (May 7, 2017). 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, Available at SSRN: https://ssrn.com/abstract=2964628

Gangshu (George) Cai

Santa Clara University ( email )

500 El Camino Real
Santa Clara, CA CA 95053
United States
4085542785 (Phone)

Yue Dai (Contact Author)

Fudan University ( email )

No. 670, Guoshun Road
Shanghai
China

Wenzhu Zhang

Fudan University ( email )

Beijing West District Baiyun Load 10th
Shanghai, 100045
China

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