This is the first text to use the relationship marketing perspective in the channels course. This book is a combination of text, cases, and readings. It contains coverage of global and ethical issues.
Careful attention is paid to the pacing of material throughout the semester.
These analogies explain an important topic in that chapter and to emphasize that topic's importance within the channels framework. Cases contained at the end of sections correspond directly to chapter content, so students can see how concepts learned are applied to real companies and real situations. Most of the readings were commissioned specifically for this text, so material really applies to the channels approach. Students will see channels concepts applied by channels professionals. Channels Relationship Council feature in Chapter 18 is an assemblage of more seasoned practitioners who offer their insights on the strategic implications and likely future of marketing channels.