Marketing Channels: A Relationship Management Approach

by Lou E. Pelton, David Strutton, James R. Lumpkin

This is the first text to use the relationship marketing perspective in the channels course. The authors have created a Channels Relationship Model (CRM), which is the guiding framework of the book. 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.

544 pages, Hardcover

First published October 31, 1996