A Theory of Channel Control
Open Access
- 1 January 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 37 (1) , 39-47
- https://doi.org/10.1177/002224297303700106
Abstract
The degree of coordination among activity stations in a channel is a measure of the competitive position of that system. The author discusses problems of channel control. He presents a model of the control process that should provide new insight into channel processes and a basis for improved strategies for attaining desired levels of coordination.Keywords
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