This book is meant for an international audience of practicing managers and managers under formation. It is written in the English of international business. Our subject is marketing channels, the companies that com together to bring products and services from their point of origin to their point of consumption. Marketing channels, the company's routes to market, are the downstream part of a value chain. It is through marketing channels that the originator of goods or services gains access to a market. Channels of distribution are a critical element of business strategy.
This book relies on examples taken from all over the world. The ideas it presents apply to any channel for any product or service in any market. The generality of the book is shown in its many examples, which cover a wealth of different products and services sold to businesses and consumers, selected from the worldwide business press, research, and consulting.
Part I Introduction
Part II Channel Design: Demand, Supply, and Channel Efficency
Part III Channel Implementation
Part IV Channel Institutions