Publications
Publications
- October 1989 (Revised November 2006)
- HBS Case Collection
Channel Management
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
Citation
Cespedes, Frank V. "Channel Management." Harvard Business School Background Note 590-045, October 1989. (Revised November 2006.)
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