Abstract
Where our customers buy our products is logically determined by the outlets at which those products are made available. Typically, many companies will not give too much attention to the question of channel choice; it is not seen as being a variable in the marketing mix. More often than not the distribution channel will have taken its current form as a result of unplanned and haphazard development.
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© 1995 Martin Christopher and Malcolm McDonald
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Christopher, M., McDonald, M. (1995). Marketing Channel Strategy. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-23858-3_16
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DOI: https://doi.org/10.1007/978-1-349-23858-3_16
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-62587-3
Online ISBN: 978-1-349-23858-3
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