The definition of “marketing channel” is based upon one’s perspective – that of a consumer versus that of a manufacturer. From the perspective of a marketing manager, the marketing channel is viewed and defined as: “the external contactual organization that management operates to achieve its . • Distinguish among traditional marketing channels, electronic marketing channels, and different types of vertical marketing systems. • Describe factors considered by marketing executives when selecting and managing a marketing channel, including channel conflict and legal restrictions. Marketing Channels Dr Lou E. Pelton is an award-winning teacher and researcher in the College of Business Administration at The University of North Texas. Dr Pelton’s principal research interests include marketing channels, relationship marketing and international distribution.
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