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Reference no. 9-590-045
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 16 November 2006
Length: 10 pages
Data source: Published sources

Abstract

Written as an introduction to a module concerning channel management for the second-year master of business administration (MBA) elective in Marketing Implementation. Discusses: (1) reasons for the growth of multichannel systems in marketing efforts (2) key components and choices in channel management; (3) major factors that affect producer-reseller relations, and (4) a framework for analyzing common trade-offs between control and resources in most distribution systems.

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Abstract

Written as an introduction to a module concerning channel management for the second-year master of business administration (MBA) elective in Marketing Implementation. Discusses: (1) reasons for the growth of multichannel systems in marketing efforts (2) key components and choices in channel management; (3) major factors that affect producer-reseller relations, and (4) a framework for analyzing common trade-offs between control and resources in most distribution systems.

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