Managing Channel Profits

@article{Jeuland2008ManagingCP,
  title={Managing Channel Profits},
  author={Abel P. Jeuland and Steven M. Shugan},
  journal={Marketing Science},
  year={2008},
  volume={27},
  pages={49-51}
}
C coordination and, more generally, coordination of activities between interdependent economic agents is even more important today than when the paper was published more than 20 years ago. One reason is the trend toward globalization and outsourcing caused, in part, by the development of increasingly complex products and services that integrate many different competencies. Coordination today involves all the aspects of the marketing mix: product design coordination, price and service… CONTINUE READING
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