Ouverture de ‘Marketing Channels and Global Markets’

Abstract

An over-supply condition and the global markets favour a ‘widespread selectivity’ of consumption, and they require, on the one hand, new rules for competition between manufacturers, and on the other, they also stimulate new marketing channels strategies, as an economic and relational entity as a whole. From this point of view, it is important first analyse some key issues relating to marketing channels, and then focusing attention on certain aspects, such as innovation, the impact of technology on the consumer buying process and on his own buying habits, and finally the extension of the retailers offer to non-core services, particularly financial services.

Keywords

• marketing channels
• global markets
• over-supply
• channel innovation
• consumer behaviour
• retail financial services