Chapter 6 Marketing Channels
DOI: 10.23912/978-1-906884-54-3-1740 | ISBN: 978-1-906884-54-3 |
Published: November 2011 | Component type: chapter |
Published in: Business Marketing: The Theory and Practice of B2B | Parent DOI: 10.23912/978-1-906884-54-3-2069 |
Abstract
This chapter is the first of three that examine issues concerning marketing channels and the intermediaries that populate them. In this, attention is focused on understanding the principles and core concepts associated with marketing channels. In particular, consideration is given to their purpose, basic structure and key intermediaries, their characteristics and contribution to the way in which channels work. This chapter provides foundation material in order to explore some of the more advanced ideas about channel structure, design, interaction and networks that follow in Chapter 7. The last of the three, Chapter 8, examines the way in which behaviour within marketing channels can be managed.
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Contributors
- Chris Fill (Author)
- Scot McKee (Author)
For the source title:
- Chris Fill (Author)
- Scot McKee (Author)
Cite as
Fill & McKee, 2011
Fill, C. & McKee, S. (2011) "Chapter 6 Marketing Channels" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1740
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