Abstract
Channels of distribution have been approached in the literature as a system. At the same time, the concepts and approaches of systems theory have not been integrated and applied to any significant degree. This paper attempts to address this issue. The channel of distribution is conceptualized as a cybernetic or control system. The critical systems role played by marketing is highlighted.
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Morris, M.H., Sirgy, M.J. (2015). A Cybernetic/Control Framework for Marketing Channels. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_44
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DOI: https://doi.org/10.1007/978-3-319-16943-9_44
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