9. How are Partnerships Developed in the Channel?
International Journal of Physical Distribution & Materials Management
ISSN: 0269-8218
Article publication date: 1 February 1988
Abstract
Channel relationships are now seen to be a series of partnerships rather than a static or closed chain. The importance of working with other channel members to meet the needs of each and, ultimately, the customer now takes precedence over traditional views of position and power. A channel is simply a route to a customer composed of different members with different objectives and needs. The prime objective of each, however, is reaching and satisfying the customer. To create effective partnerships, we must first discover the needs of other channel members. Next, we can find ways to meet their needs and increase our own values to them.
Citation
(1988), "9. How are Partnerships Developed in the Channel?", International Journal of Physical Distribution & Materials Management, Vol. 18 No. 2/3, pp. 37-39. https://doi.org/10.1108/eb014681
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited