The Hidden Clout of Marketing Middlemen

Middlemen can make or break a strategy. Here are two case studies that show the pivotal role that these marketers play.

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Bibliographic Details
Published in:The Journal of business strategy 1990-03, Vol.11 (2), p.38-41
Main Author: Magrath, Allan J.
Format: Article
Language:English
Subjects:
Case studies
Computer industry
Corporate objectives
Distribution channels
Distributors (Commerce)
Food industry
Food processing industry
Market planning
Market strategy
Marketing
Marketing management
Methods
Middlemen
Relations
Strategic planning (Business)
Suppliers
Online Access:Get full text
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Description
Summary:Middlemen can make or break a strategy. Here are two case studies that show the pivotal role that these marketers play.
ISSN:0275-6668
2052-1197
DOI:10.1108/eb039361