Long‐term Channel Member Relationships
International Journal of Physical Distribution & Materials Management
ISSN: 0269-8218
Article publication date: 1 December 1989
Abstract
The ability to nurture marketing channel relations is essential to long‐term corporate survival. This study empirically investigates how and why relationships between manufacturers and dealers in the office systems/furniture industry develop and how and why these relationships are maintained. The results demonstrate the benefits of considering the actions and reactions of channel partners when developing tactical and strategic marketing plans. These findings emphasise the importance of mutual dependency, behaviour and financial performance in creating effective working environments.
Keywords
Citation
Gassenheimer, J.B., Sterling, J.U. and Robicheaux, R.A. (1989), "Long‐term Channel Member Relationships", International Journal of Physical Distribution & Materials Management, Vol. 19 No. 12, pp. 15-28. https://doi.org/10.1108/EUM0000000000347
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited