Descrição do livro
A process of market concentration has led to a notable increase in retailers' purchasing power in recent years. The producer-distributor relationship has become increasingly important to comprehending marketing practice as well as the behavior and performance of consumer goods sectors, as vertical interactions in marketing channels have increased their impact over the industry's shape.
The theory and practice of national and international retail and marketing channels are covered in detail in this extensive book. It gives a comprehensive summary of the connection between producers and distributors and analyzes particular facets of channel management and control. The book concludes by evaluating the ramifications of recent advancements in the evolution of marketing channels.
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