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Intrachannel Co‐ordination: Strategies and Mechanisms

Intrachannel Co‐ordination: Strategies and Mechanisms A model of intrachannel co‐ordination strategies is presented. These strategies are analysed and then classified along three dimensions: locus of co‐ordination, degree of specificity, and laterality of decision making. These dimensions are treated as parameters to develop a 2 by 2 grid, articulated as four co‐ordination mechanisms for managerial application. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Intrachannel Co‐ordination: Strategies and Mechanisms

European Journal of Marketing , Volume 25 (8): 7 – Aug 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569110136510
Publisher site
See Article on Publisher Site

Abstract

A model of intrachannel co‐ordination strategies is presented. These strategies are analysed and then classified along three dimensions: locus of co‐ordination, degree of specificity, and laterality of decision making. These dimensions are treated as parameters to develop a 2 by 2 grid, articulated as four co‐ordination mechanisms for managerial application.

Journal

European Journal of MarketingEmerald Publishing

Published: Aug 1, 1991

Keywords: Marketing channels; Marketing strategy; Modelling

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