Publications
Publications

Channel Management

By: Frank V. Cespedes
  • Format:Print
  • | Language:English
  • | Pages:10
ShareBar

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, October 1989. (Revised November 2006.)

More from the Author