Pre-requisite: 51361
The study of marketing channels addresses the distribution or place element of the marketing mix. The unit takes a managerial approach to the distribution problem. Just channel intermediaries, such as wholesalers and retailers are discussed. A formal process for the design of an effective and efficient marketing channel is examined. The impact of the other elements of the marketing mix on channel management are considered. Channel Management issues such as power and conflict, communication and channel evaluation are also addressed.