Subject category:
Marketing
Published by:
Harvard Business Publishing
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.
About
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.