Channel Strategies and Marketing Mix in a Connected World

  • Saibal Ray
  • Shuya Yin

Part of the Springer Series in Supply Chain Management book series (SSSCM, volume 9)

Table of contents

  1. Front Matter
    Pages i-x
  2. Yufei Huang, Bilal Gokpinar, Christopher S. Tang, Onesun Steve Yoo
    Pages 29-46
  3. Maxime C. Cohen, Georgia Perakis
    Pages 71-97
  4. Narendra Agrawal, Sami Najafi-Asadolahi, Stephen A. Smith
    Pages 99-146
  5. Li Chen, Yao Cui, Hau L. Lee
    Pages 165-192
  6. Arcan Nalca, Saibal Ray, Tamer Boyaci
    Pages 193-226
  7. Luyi Gui, Christopher S. Tang, Shuya Yin
    Pages 227-246
  8. Tiffin Shewmake, Adam Siegel, Erin Hiatt
    Pages 247-274
  9. Back Matter
    Pages 275-282

About this book


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: ConsumersProductsValue 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.


Channel Strategies Marketing Mix Omni-Channel Retailing Value Chain Product Design Product R&D Collaboration Purchasing Decisions Consumer Purchase Behavior E-Commerce Mobile Payment

Editors and affiliations

  • Saibal Ray
    • 1
  • Shuya Yin
    • 2
  1. 1.Bensadoun School of Retail ManagementMcGill UniversityMontrealCanada
  2. 2.Paul Merage School of BusinessUniversity of California, IrvineIrvineUSA

Bibliographic information