| Autor: |
Gangshu Cai, Wenzhu Zhang, Yue Dai |
| Rok vydání: |
2019 |
| Předmět: |
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| Zdroj: |
Handbook of Research on Distribution Channels. :165-199 |
| DOI: |
10.4337/9780857938602.00016 |
| Popis: |
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. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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