Publisher's Synopsis
This fifth edition of "Marketing Channels" shows students how to maintain effective relationships among channel members and how to achieve sustainable competitive advantage by using both strategic and managerial frames of reference. It emphasizes strategies for planning, organizing and controlling the alliances among the institutions, agencies and in-house units that bring products and services to market. The text focuses on the way in which marketing channels can provide customer service - both for the end-users they serve and the organisations that comprise them.
