Summary
Contents
Subject index
The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
Channel Management
Channel Management
Channel management is the process of influencing and controlling intermediaries in the distribution chain.
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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