Managing Channel Relationships: Toward an Identification of Effective Promotional Strategies in Vertical Marketing Systems

As it is stated in the literature, relationship marketing refers to establishing, developing, and maintaining successful relational exchanges. Promotion is one of the key variables of the marketing mix that plays a crucial role in this process. Accordingly, this paper takes the first step toward an...

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Veröffentlicht in:	Journal of marketing theory and practice 1997-04, Vol.5 (2), p.80-87
Hauptverfasser:	Erdem, S. Altan, Harrison-Walker, L. Jean
Format:	Artikel
Sprache:	eng
Schlagworte:	Communication channels Distribution channels Market strategy Marketing Personal selling Pull strategies Push strategies Relationship marketing Retail stores Roles Sales promotions Studies Vertical markets Wholesale trade
Online-Zugang:	Volltext
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