Journal article
Dominant Buyers: Are They Changing the Wholesaler's Role in Marketing Channels?
Journal of marketing channels, v 3(1)
01 Jul 1993
Abstract
The advent of dominant buyers is threatening wholesaler-distributors' importance in U.S. marketing channels. Because of their huge buying volume, dominant buyers stress a "buy direct" approach, bypassing the wholesaler-distributor in the marketing channel. This is causing structural changes in marketing channels that wholesaler-distributors must contend with in order to survive. This article delineates the key characteristics of dominant buyers, and discusses the implications of dominant buyers for wholesaler-distributors.
Metrics
8 Record Views
7 citations in Scopus
Details
- Title
- Dominant Buyers
- Creators
- Bert Rosenbloom - Drexel UniversityDiane Mollenkopf - PhD candidate in Marketing, Drexel University, Philadelphia, PA 19104
- Publication Details
- Journal of marketing channels, v 3(1)
- Publisher
- Taylor & Francis Group
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Scopus ID
- 2-s2.0-0008709943
- Other Identifier
- 991019173551204721