Marketing Channel Development and Management

Synopsis

This book asks marketing managers at all levels to think of the whole marketing channel as the arena for exercising their management skills. These essential skills are identified and organized into methods and processes for marketing management to employ both internally and externally to the far ends of the marketing channel. The entire scope of marketing management tasks are presented in a practical, understandable, and usable progression of activities. Management actions start with the development of a structure for physical distribution and proceed to the creation of marketing programs, thoroughly embracing the elements of the marketing mix which McCalley identifies as products, prices, marketing programs and people. The concept of a marriage between products and the markets into which they are to be marketed makes this author's approach to marketing unique in its applicability to practical marketing management.

Additional information

Contributors:
Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 1992