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Intrachannel Co‐ordination: Strategies and Mechanisms

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 August 1991

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.

Keywords

Citation

Izraeli, D. (1991), "Intrachannel Co‐ordination: Strategies and Mechanisms", European Journal of Marketing, Vol. 25 No. 8, pp. 6-12. https://doi.org/10.1108/03090569110136510

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited