Abstract
A marketing channel is formed by independent firms: a manufacturer, wholesalers, retailers and other agents who play a financial or informational facilitating role in contracting and moving the products to the final consumer. In recent years there has been a considerable interest in the concept of Supply Chain Management (SCM). The idea here is to take an integrated view of the channel, stressing the benefits of coordinated actions and information sharing. Many of the ideas employed in SCM are, however, not new. The study of channels has a long tradition in the field of marketing. As we shall see, the issue of coordination has often been in focus in studies of marketing channels using game theoretic methods.
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© 2004 Springer Science+Business Media New York
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Jørgensen, S., Zaccour, G. (2004). Models of Marketing Channels. In: Differential Games in Marketing. International Series In Quantitative Marketing, vol 15. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-8929-1_5
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DOI: https://doi.org/10.1007/978-1-4419-8929-1_5
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-4724-8
Online ISBN: 978-1-4419-8929-1
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