Background Note | HBS Case Collection | 2006 (Revised from original 1989 version)

Channel Management

by Frank V. Cespedes

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.)