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Ouverture de 'Marketing Channels and Global Markets'


  • Silvio M. Brondoni

    () (University of Milan-Bicocca)

  • Fabio Musso

    () (University of Urbino-Carlo Bo)


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.

Suggested Citation

  • Silvio M. Brondoni & Fabio Musso, 2010. "Ouverture de 'Marketing Channels and Global Markets'," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 1 Marketi.
  • Handle: RePEc:sym:journl:139:y:2010:i:1

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    References listed on IDEAS

    1. Thomas, Douglas J. & Griffin, Paul M., 1996. "Coordinated supply chain management," European Journal of Operational Research, Elsevier, vol. 94(1), pages 1-15, October.
    2. Olhager, Jan, 2003. "Strategic positioning of the order penetration point," International Journal of Production Economics, Elsevier, vol. 85(3), pages 319-329, September.
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    Cited by:

    1. Patrizia Silvestrelli, 2010. "Market-Driven Management and Intangible Assets in Global Television Set Manufacturers," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Intangi.


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