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" Channel strategies and marketing mix in a connected world / "
Saibal Ray, Shuya Yin, editors.
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BL
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| Record Number
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862958
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| Title & Author
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Channel strategies and marketing mix in a connected world /\ Saibal Ray, Shuya Yin, editors.
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| Publication Statement
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Cham :: Springer,, 2020.
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| Series Statement
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Springer Series in Supply Chain Management ;; v. 9
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| Page. NO
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1 online resource (290 pages)
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| ISBN
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3030317331
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: 9783030317331
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3030317323
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9783030317324
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| Notes
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5 Optimization of Operational Decisions in Digital Advertising: A Literature Review
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| Contents
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Intro -- Preface -- Contents -- 1 Estimating Demand with Constrained Data and Product Substitutions -- 1.1 Introduction -- 1.2 Estimating Demand for a Single Product with Out-of-Stocks -- 1.2.1 Estimating Constrained Demand Using the Expectation-Maximization Algorithm -- 1.2.2 A Different Way of Estimating Demand -- 1.3 Estimating Demand for a Portfolio of Two Products with Out-of-Stocks and Substitution Effects -- 1.4 Estimating Demand for a Portfolio of K Products with Out-of-Stocks and Substitution Effects
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1.4.1 Using Discrete Choice Models for Estimating the Market Shares for More than Two Products (Most General Model) -- 1.4.2 Special Case Where We Know the Customer Arrival Rate -- 1.4.3 Estimating the Choice Probabilities and the Customer Arrival Rate -- 1.4.3.1 Special Case Where Product Attributes Change Over Time but not Across Customers in the Same Time Period -- 1.4.3.2 Special Case Where the Product Attributes Do Not Change Across Customers or Over Time -- 1.5 Conclusions -- References -- 2 Selling Innovative Products to Anxious Consumers -- 2.1 Introduction -- 2.2 Positive Externality
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2.3 The Model -- 2.4 Analysis -- 2.4.1 Firm's Familiarization Effort (F Only) -- 2.4.2 Externality Among Consumers (E Only) -- 2.4.3 Combined Effect of Familiarization and Externality (F+E) -- 2.4.4 Managerial Implications of Interaction Between Familiarization and Externality -- 2.5 Summary and Discussion -- References -- 3 Buyer Valuation Uncertainty and Firm Information Provision Strategies -- 3.1 Overview -- 3.2 Firm Disclosure of Product Vertical Attributes -- 3.2.1 Firm Incentive to Disclose Product Quality -- 3.2.2 Firm Instruments to Disclose Product Quality
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3.2.3 Empirical Research on Firm Quality Disclosing Strategies -- 3.3 Firm Strategy to Disclose Product Horizontal Attributes -- 3.3.1 Firm Incentive to Disclose Product Horizontal Attributes -- 3.3.2 Firm Instruments to Disclose Product Horizontal Attributes -- 3.3.3 Empirical Research on Firm Strategy to Mitigate Consumer Fit Uncertainty -- 3.4 Firm Strategy to Create Consumer Valuation Uncertainty -- 3.5 Future Research Directions -- 3.5.1 Service Quality Uncertainty -- 3.5.2 Uncertainty in Consumer Fit Preferences
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3.5.3 Interactions Between a Firm's Fit Disclosure Strategy and Other Strategic Decisions -- References -- 4 Optimizing Promotions for Multiple Items in Supermarkets -- 4.1 Introduction -- 4.2 Literature Review -- 4.3 Problem Formulation -- 4.3.1 Assumptions -- 4.3.2 Business Rules -- Self Business Rules -- Cross-Item Business Rules -- 4.3.3 Problem Formulation -- Summary of Notation -- 4.4 Solution Approach -- 4.4.1 Single-Item Setting -- 4.4.2 Multiple-Item Setting -- 4.5 Insights and Practical Impact -- 4.5.1 Insights -- 4.5.2 Practical Impact -- 4.6 Conclusions -- References
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| Abstract
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This book aims to revisit the "traditional" interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future. When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers' purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.
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| Subject
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Marketing.
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415
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| Added Entry
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Ray, Saibal,1970-
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Yin, Shuya.
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