Ouverture De ‘Marketing Channels and Global Markets’

Symphonya. Emerging Issues in Management, n. 1, 2010, pp. 1-6

6 Pages Posted: 14 Feb 2013 Last revised: 8 May 2014

See all articles by Silvio Brondoni

Silvio Brondoni

Università degli Studi di Milano-Bicocca - Department of Economics, Management and Statistics (DEMS)

Fabio Musso

University of Urbino Carlo Bo - Department of Economics, Society and Politics

Date Written: 2010

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

JEL Classification: M00

Suggested Citation

Brondoni, Silvio and Musso, Fabio, Ouverture De ‘Marketing Channels and Global Markets’ (2010). Symphonya. Emerging Issues in Management, n. 1, 2010, pp. 1-6, Available at SSRN: https://ssrn.com/abstract=2215663

Silvio Brondoni (Contact Author)

Università degli Studi di Milano-Bicocca - Department of Economics, Management and Statistics (DEMS) ( email )

Piazza dell'Ateneo Nuovo, 1
Milan, 20126
Italy

Fabio Musso

University of Urbino Carlo Bo - Department of Economics, Society and Politics ( email )

Via Saffi 42
61029 Urbino
Italy

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