There has long been a gap for a text that bridges the fundamental ecological issues facing society and modern marketing. This is that text. Following an ecological imperative, Fuller, explores the reasons for studying sustainable marketing in 8 key chapters which encompass strategy, products, channel networks, Communications, pricing and market development. At a time when one is looking at global warming, hydrocarbon taxes, air and water pollution and increased incidences of respiratory diseases this is a very opportune text. In the UK, BAA have just launched a sustainable company strategy for its business and this is the book that outlines what that approach means for the modern marketer.

Sustainable Channel Networks

Sustainable channel networks

In marketing strategy, channel decisions create systems of organizations, called channel networks, that link producers of products with customers/end users. As demonstrated in Chapter 2, channel networks are the building blocks of the much broader product system life cycle (PSLC), and the organizations and markets within them are interrelated through marketing strategy. The various channel networks making up the stages of the PSLC include raw materials suppliers and manufacturers as well as intermediary organizations/facilities (e.g., industrial distributors, wholesalers, distribution centers, transporters, retailers) that engage in pass-through trade.

Role of Channel Networks

The primary role of channel networks is to make products accessible to customers. Toward this end, channel organizations perform basic marketing functions (e.g., buying, selling, transportation, storage, financing, risk taking, standardization, ...

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