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Background note
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Reference no. 512-035-5
Subject category: Marketing
Authors: Rajiv Joshi (Entrepreneurship Development Institute of India (EDI) Gandhinagar)
Published in: 2012
Length: 5 pages
Data source: Generalised experience

Abstract

This background note includes managerial and business aspects of marketing channels and channel management. The note begins with the basic understanding of the marketing channels and some of the managerial decisions of marketing channels followed by the channel management part. The channel management part of the note focuses on the various decisions like channel design, channel strategy and micro issues of channel management. Primary objective of this note is to equip post graduate students about the concepts, processes, issues and challenges of establishing marketing channels and channel management before the case discussion on Marketing Channels and Channel Management. It can also be used as a quick read for executive education program and short duration program on sales and distribution. The note can also be used as a basic pre class reading material and the class can be conducted based on the issues raised in this note.

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Abstract

This background note includes managerial and business aspects of marketing channels and channel management. The note begins with the basic understanding of the marketing channels and some of the managerial decisions of marketing channels followed by the channel management part. The channel management part of the note focuses on the various decisions like channel design, channel strategy and micro issues of channel management. Primary objective of this note is to equip post graduate students about the concepts, processes, issues and challenges of establishing marketing channels and channel management before the case discussion on Marketing Channels and Channel Management. It can also be used as a quick read for executive education program and short duration program on sales and distribution. The note can also be used as a basic pre class reading material and the class can be conducted based on the issues raised in this note.

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