New factors in channel relationships

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The enormous changes under way in economic systems mean that traditional paradigms of analysis need to be reviewed. In particular, increasing maturity of consumption patterns, emergence of new purchasing models and repositioning of corporate groups are creating a more balanced division of functions within the channel value chain between manufacturing and distribution. Starting from these assumptions the aim of this study is to focus on major development trends in channel marketing, highlighting possible impacts on the competitive equilibrium between the various players involved.
Original languageEnglish
Title of host publicationMarketing Channel Trends
Pages1-28
Number of pages28
Publication statusPublished - 2012

Keywords

  • Negotiation
  • Trade Marketing

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