Building channel strategies and alliances in food distribution

Lee, K. H. and Lee, T. J. (2009) Building channel strategies and alliances in food distribution. Journal of Culinary Science and Technology, 7 2-3: 119-131. doi:10.1080/15428050903313424


Author Lee, K. H.
Lee, T. J.
Title Building channel strategies and alliances in food distribution
Journal name Journal of Culinary Science and Technology   Check publisher's open access policy
ISSN 1542-8052
Publication date 2009-09
Year available 2009
Sub-type Article (original research)
DOI 10.1080/15428050903313424
Volume 7
Issue 2-3
Start page 119
End page 131
Total pages 13
Editor Joseph A. Hegarty
John M. Antun
Place of publication Philadelphia, U.S.A.
Publisher Taylor & Francis
Collection year 2010
Language eng
Subject C1
900303 Tourism Infrastructure Development
150699 Tourism not elsewhere classified
Abstract A marketing channel is a set of interdependent organizations involved in the process of making a product (commodity) available for use or consumption. A marketing channel is not just one firm doing its best in the market—whether the firm is a producer, wholesaler, or retailer. Many entities are typically involved in the business of channel marketing. Each channel member depends on the others to do their jobs. For a branding professional, running a marketing channel is a process, not an event. Distribution frequently takes time to accomplish, and even when a sale is finally made the relationship with the consumer is usually not over. The purpose of channel marketing is to satisfy the consumers in the market. Their goal is the consumption of the commodity being sold. A producer who sells through distributors to retailers, those who serve the final consumers, may be tempted to think that it has generated sales and developed happy customers when its sales force successfully places a product in the distributors' warehouses.
Keyword channel strategy
marketing channels
channel management schematic
food distribution
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: 2010 Higher Education Research Data Collection
UQ Business School Publications
 
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Created: Thu, 08 Apr 2010, 10:44:44 EST by Claire Shuter on behalf of School of Tourism