| Author: | Magrath, A.J. |
| Title: | The hidden clout of marketing middlemen. |
| Journal: | Journal of Business Strategy
1990 : MAR/APR, VOL. 11:2, p. 38-41 |
| Index terms: | MARKETING STRATEGY MIDDLE MANAGERS |
| Language: | eng |
| Abstract: | Marketing middlemen can make or break a strategy. They often confound the most astute of marketers. Failure to develop sound relationships with them can result in squandered market opportunity while successful partnership building can lead to market share dominance. Companies should not assume that the excellent management of advertising or packaging can ever take place of middlemen supports. Two case studies show the pivotal role that these marketers play. |
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