search query: @author Villas-Boas, M. / total: 3
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| Author: | Villas-Boas, M. |
| Title: | Product line design for a distribution channel |
| Journal: | Marketing Science
1998 : VOL. 17:2, p. 156-169 |
| Index terms: | MARKETING DISTRIBUTION CHANNELS PRODUCT DESIGN |
| Language: | eng |
| Abstract: | When designing a product line, a manufacturer is often aware that it does not control the ultimate targeting of the products in the line to the different consumer segments. While the manufacturers can attempt to influence the target customers through communications in appropriate media, product design and the choice of channels of distribution, the ultimate targeting is made by a retailer, which might only care about its own interests, and is fully in control of interactions with customers, including how the product is sold and displayed. |
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