Lecture Basic Marketing: A global-managerial approach: Chapter 11 - William D. Perreault, E. Jerome McCarthy

In chapter 11 you will understand how and why marketing specialists develop to make channel systems more effective. Understand the universal functions of marketing. Understand why some firms use direct channel systems while others rely on intermediaries and indirect systems. Understand how to develop co-operative relationships - and avoid conflict - in channel systems.

Từ khóa: Basic Marketing, Lecture Basic Marketing, Marketing opportunities, Strategic market planning, Channel systems, Vertical Marketing systems