Journal article
Educators Stressing Importance of Channels (It's About Time!)
Marketing news, Vol.16(2)
23 Jul 1982
Abstract
Marketing channels are coming back into favor in marketing education with more courses being offered in graduate and undergraduate curricula. This concept is one of the few original ones in the marketing discipline. It is up to marketing scholars and educators to explain how the complex system of marketing channels works and can be made to function better. An understanding of marketing channels is basic in that it is fundamental to understanding many other areas of marketing, such as product management, pricing, and promotion. The increased attention accorded strategic planning and strategic marketing management requires fuller understanding of marketing channels as well. A strategic planning emphasis on marketing channel management will improve the competitive position of any firm.
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Details
- Title
- Educators Stressing Importance of Channels (It's About Time!)
- Creators
- Bert Rosenbloom
- Publication Details
- Marketing news, Vol.16(2)
- Publisher
- American Marketing Association
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Identifiers
- 991021862400004721