At the end of this topic you will
be able to; define a marketing channel, explain why manufacturers choose to use
intermediaries, understand the reasons why marketing channels emerge, develop
and get modified and define the marketing functions that constitute the work of
the channel.
Please refer to the following text books for content that
was delivered in the lectures by going to the chapters and reading the pages that have been bolded at the end of the reference:
Palmatier, R. W., Stern, L. W., & El-Ansary, A. I.(2020). Marketing Channel Strategy AnOmni-Channel Approach (9 ed.). Routledge 52 Vanderbilt Avenue, New York. Chapter One Page 1-14 & Chapter TwoPage 38-41
Kotler, P., Armstrong,G., Harris, L. C., He, H., (2020). Principlesof Marketing. (8th European Ed). Pearson EducationLtd. Chapter 12 Page 348-354