Abstract
How can manufacturers foster middlemen cooperation and marketing support for their products? This paper presents empirical findings from the U.S. automobile channel to help us address this question. We argue that the key is to develop marketing programs that in turn make support financially desirable for middlemen. We explore, in the car industry, how different manufacturer strategies affect dealer profits and reactions, and how these effects vary with dealer characteristics.
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Eyuboglu, N. (2015). Securing Marketing Support from Channel Members: Insights from an Empirical Study. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_36
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DOI: https://doi.org/10.1007/978-3-319-17323-8_36
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17322-1
Online ISBN: 978-3-319-17323-8
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