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Channel Management
Channel management

Place is one of the seven Ps of the marketing mix, and is about the location where the exchange happens. There are two elements to getting the place element right: logistics, which is about ensuring that products arrive in the right place at the right time, and channel management, which is about choosing which distribution route is most appropriate, and controlling the process.

Any of the members of a channel can manage it. A manufacturer may have the power to manage the channel if the firm is large and the products have few close substitutes, but in other cases intermediaries such as wholesalers or importers may have the power, because ...

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