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.
European Journal of Marketing – Emerald Publishing
Published: Aug 1, 1991
Keywords: Marketing channels; Marketing strategy; Modelling