Selecting sales and distribution channels

Selecting sales and distribution channels

The authors provide three major criteria for evaluating marketing channels. They assert that each channel choice involves some trade-off among the three criteria—almost no channel ever fits a manufacturer perfectly. Two examples are provided in some detail.

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Bibliographische Detailangaben
Veröffentlicht in:Industrial marketing management 1987-11, Vol.16 (4), p.273-278
Hauptverfasser: Magrath, Allan J., Hardy, Kenneth G.
Format: Artikel
Sprache:eng
Schlagworte:
Adaptability
Criteria
Distribution channels
Effectiveness
Efficiency
Evaluation
Market strategy
Rating
Selection
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Beschreibung
Zusammenfassung:The authors provide three major criteria for evaluating marketing channels. They assert that each channel choice involves some trade-off among the three criteria—almost no channel ever fits a manufacturer perfectly. Two examples are provided in some detail.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(87)90036-8