Background Note | HBS Case Collection | January 1999 (Revised October 2000)

Going to Market

by Robert J. Dolan


Describes the major issues in deciding how to reach the market. Covers issues of channel design and channel management.

Keywords: Marketing Channels; Marketing Strategy;


Dolan, Robert J. "Going to Market." Harvard Business School Background Note 599-078, January 1999. (Revised October 2000.)