Managing Marketing Channels

CHAPTER OBJECTIVES

After reading this chapter, you .should be able to:

Explain the role of marketing channels and the functions these channels perform.

Identify the major channel alternatives open to a company.

Explain how businesses select, motivate and evaluate channel members.

Isolate the key issues that managers face when setting up marketing channel systems.

Explain bow marketing channels are changing and the implications of these trends to marketers.

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