DIMENSIONS OF MARKETING CHANNELS

Abstract

Aside from producers, marketing middlemen of various sorts usually form part of a marketing channel. These middlemen exist for one simple reason; they can perform one or more marketing functions, usually by combining the volume of a number of producers—more efficiently than can be accomplished directly by the producers.

Citation

(1976), "DIMENSIONS OF MARKETING CHANNELS", European Journal of Marketing, Vol. 10 No. 2, pp. 84-90. https://doi.org/10.1108/eb060794