Modeling multichannel supply chain management with marketing mixes: a survey
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.
Handbook of Research on Distribution Channels
Charles A. Ingene
James R. Brown
Rajiv P. Dant
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