Modeling multichannel supply chain management with marketing mixes: a survey
Document Type
Book Chapter
Publication Date
2-22-2019
Publisher
Edward Elgar
Abstract
In this chapter the authors review 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. The authors also suggest some future research directions.
Chapter of
Handbook of Research on Distribution Channels
Editor
Charles A. Ingene
James R. Brown
Rajiv P. Dant
Recommended Citation
Cai, G. (George), Dai, Y., & Zhang, W. (2019). Modeling multichannel supply chain management with marketing mixes: A survey. In C. A. Ingene, J. R. Brown, & R. P. Dant (Eds.), Handbook of Research on Distribution Channels (pp. 165–199). Edward Elgar Publishing. https://doi.org/10.4337/9780857938602.00016
