Chapter 19: Designing and managing integrated marketing channels and global value networks
Marketing channels are the means by which producers distribute their products and services to consumers. The Chapter discusses different types of marketing channels, including zero-level, one-level, and two-level channels. It also explores how the use of intermediaries can affect the efficiency and effectiveness of a marketing channel. The Chapter further explores channel conflict and how to manage it, as well as the various channel systems that companies use to manage their distribution and sales. The chapter concludes with a discussion of online and digital channels, which are becoming increasingly important in today’s market.