marketing channel

Chapter 1

Why the growing importance of marketing channels?

The explosion of information technology and E-commerce

A greater difficulty in gaining a sustainable competitive advantage

The growing power of distributors

The need to reduce distribution costs

What is a marketing channel?

What is a channel manager?

How does marketing channel strategy relate to the
rest of the marketing mix?

The change of focus to channel strategy

Channel Strategy and Logistics Management

Marketing Channel Flows

Product Flow

Negotiation Flow

Ownership Flow

Information Flow

Promotion Flow

Distribution through intermediaries

Specialization & Division of Labor

Channel Structure v. Ancillary Structure

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