haku: @indexterm MARKETING THEORY / yhteensä: 244
viite: 173 / 244
| Tekijä: | Bowersox, D. J. Morash, E. A. |
| Otsikko: | The integration of marketing flows in channels of distribution. |
| Lehti: | European Journal of Marketing
1989 : VOL. 23:2, p. 58-67 |
| Asiasana: | DISTRIBUTION CHANNELS MARKETING CHANNELS MARKETING THEORY |
| Kieli: | eng |
| Tiivistelmä: | The existence of flows in the channel of distribution is discussed. Various channel strategies related to flow separation, postponement, and acceleration are reviewed. These concepts are integrated and related in both a managerial and theoretical manner. Building on order penetration points and a network paradigm, the concepts are systematically integrated. Specific managerial tools such as a network planning matrix and a mathematical network analysis are also presented. The need to integrate marketing flows for achieving customer satisfaction is highlighted. The influence of channel performance on competitive advantage is examined. |
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