Optimization of Fast Moving Consumer Goods (FMCG) marketing channels in China: a case study

The operation conditions of marketing channels, regarded as the crucial external resources of enterprises, directly influence the market position of a company. Good marketing channels are significant links for enterprises to perceive market change and adjust enterprise behavior and decisions. This t...

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Bibliographic Details
Main Author: Chun, Chen (author)
Format: doctoralThesis
Language:eng
Published: 2016
Subjects:
FMCG enterprises
Marketing channel optimization
Marketing dual channels
Channel relationship
Channel evaluation
Online Access:http://hdl.handle.net/10071/11765
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/11765

Internet

http://hdl.handle.net/10071/11765

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