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| Author: | Kumar, K. R. Loomba, A. P. S. Hadjinicola, G. C. |
| Title: | Marketing-production coordination in channels of distribution |
| Journal: | European Journal of Operational Research
2000 : Oct, VOL. 126:1, p. 189-217 |
| Index terms: | Distribution channels Marketing channels Retailing |
| Language: | eng |
| Abstract: | The paper focuses on the issue of horizontal centralization/decentralization at the functional level within a channel member firm. Specifically, it deals on the issue of the marketing-production coordination within a channel member firm and the impact that this coordination has on the marketing and production policies of all channel members. |
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