publication . Doctoral thesis . 2015

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

Chun, Chen;
Open Access English
  • Published: 01 Jan 2015
  • Country: Portugal
JEL classification: M31 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 thesis seeks to clarify and define various factors influencing marketing channels optimization by using fast moving consuming goods (FMCG) as the focus of the research topic and by taking Rainbow Company as an example, based on data of an actual marketing channel operation and deep research on the case company. On this basis, the concept and bas...
free text keywords: FMCG enterprises, Marketing channel optimization, Marketing dual channels, Channel relationship, Channel evaluation
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