Companies rarely work alone in creating value for customers and building profitable customer relationships. Instead, most are only a single link in a larger supply chain and marketing channel. As such, a firm’s success depends not only on how well it performs but also on how well its entire marketing channel competes with competitors’ channels. The first part of this chapter explores the nature of marketing channels and the marketer’s channel design and management decisions.
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Lecture fundamentals of marketing - Lecture 18: Marketing channels: Delivering customer value
Lecture fundamentals of marketing - Lecture 18: Marketing channels: Delivering customer value
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