Marketing Channel Strategy

Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

Abstract

Marketing channel strategy – one of the “Four P's” of the marketing mix (“place,” along with product, price, and promotion) – comprises the set of decisions made, and structures created, that help move a manufacturer's product or service from its place of manufacturer to the ultimate end-user. Channel design and management involves long-term attention to end-users' demands not only for the firm's products, but also for the services the channel can offer; the necessity to manage the significant costs that distribution inflicts on the company, through judicious allocation of responsibility for channel flow performance to the chosen members of the channel; and the ability to maintain channel partners' positive incentives and motivations to execute on the specified channel design. Unlike the other three “P's,” it inherently involves collaboration and interaction among multiple corporate entities, all in the pursuit of a single goal: profitable end-user sales. This article lays out the key elements of effective channel design and channel management.
Original languageEnglish (US)
Title of host publicationWiley International Encyclopedia of Marketing
EditorsRobert A. Peterson, Roger Kerin
Place of PublicationWest Sussex, UK
PublisherJohn Wiley & Sons, Inc.
Pages133-142
Number of pages9
Volume1
ISBN (Electronic)9781444316568
ISBN (Print)9781405161787
DOIs
StatePublished - 2010

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