Retail and Marketing Channels (Rle Retailing and Distribution)

Front Cover
Srinivas K. Reddy, Luca Pellegrini
Routledge, Aug 9, 2012 - Business & Economics - 352 pages

Retailer¿s buying power has significantly increased in recent years as a result of a process of market concentration. As vertical relationships in marketing channels have strengthened their influence over the shape of the industry, the producer-distributor relationship has become more central to an understanding of both marketing practice and the conduct and performance of consumer goods industries.

This comprehensive and detailed book covers the theory and practice of national and international retail and marketing channels. It provides a structural overview of the producer-distributor relationship as well as analyses of specific aspects of channel control and management. Finally, the book assesses the implications of new developments in the evolution of marketing channels.

First published 1989.


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Part I The structure of vertical relationships
Part II Managing channel relationships
Part III Marketing channel evolution

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