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34 | BUSINESS & ECONOMICS
Marketing Channels
A Malaysian Experience
Rosmimah Mohd Roslin and Tony Proctor
ISBN 9789833850631 • MHID 9833850634 • 2010 • Softcover • 236pp
Marketing Channels: A Malaysian Experience provides a local flavour to
one of the elements of the marketing mix – the channel of distribution as a
strategic marketing application tool. Marketing channels has been an area
of marketing that is often neglected by both practitioners and academics as
a key contributor to the development of strategic marketing. As such, this
book provides relevant coverage of key distribution applications pertinent
to the development of effective marketing strategies.
The book Marketing Channels integrates theory and practices in the
simplest manner which will enable the readers, who have yet to be fully
exposed to the concepts and practices of marketing channels to understand
fairly easily and internalise the pertinent points of marketing channels.
The book is appropriate for use by undergraduate students and graduate
students who have never had a basic understanding of marketing channel
concepts.
Key Features
Integrates marketing channel theory and practices through fairly
simple illustrations of cases and situational analysis
Highlights key concepts of marketing channels relevant to the
Malaysian channel scenario
Includes simple-to-understand case studies and short situations as
illustrations of channel practices