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Background Note
| HBS Case Collection
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2006
(Revised from original 1989 version)
Channel Management
by
Frank V. Cespedes
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Abstract
Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3) major factors that affect producer-reseller relations, and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems.
Keywords: Marketing Channels;
Citation:
Cespedes, Frank V. "Channel Management." Harvard Business School Background Note 590-045, November 2006. (Revised from original October 1989 version.)