Upgrading a marketing channels role
As one of the marketing mix instruments, marketing channels were usually behind other instruments (product, price and promotion). Many companies regarded marketing channels as something that was 'left' after more important strategies of price, product and promotion were created. In recent...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2002-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2002/0354-34710202097T.pdf |
| Summary: | As one of the marketing mix instruments, marketing channels were usually behind other instruments (product, price and promotion). Many companies regarded marketing channels as something that was 'left' after more important strategies of price, product and promotion were created. In recent past, things have changed and marketing channels became more interesting for research. This change came as a result of change in global market functioning especially in competitive advantage, distributors' strength and increasing technology. |
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| ISSN: | 0354-3471 2334-8364 |