Marketing channel management

Author: Zhuang Guijun et al.
Publisher:
Publish Date: 2004-11-01
Features: The marketing channel refers to the path through which products or services are transferred, consisting of all organizations involved in the transfer activities to make the product or service more accessible for use or consumption. Marketing channel management is an important task of corporate marketing management and one of the four major marketing mix factors. However, since marketing channel management is mostly cross-organizational, it is considerably more complex and challenging than internal management. This book introduces the basic concepts and theories of marketing channels, discusses the characteristics of marketing channel management, explains the design methods of marketing channels, as well as the methods for organizing, leading, motivating, and controlling marketing channels. Additionally, the book also covers the evaluation methods of marketing channel efficiency and the management of marketing channels in the context of the electronic network environment.