The strategic importance of marketing channels has
been recognized by practitioners and
researchers. Their long-term consequences make
channel decisions one of the most strategically
important elements of the marketing mix. They are
even more critical in light of todays multiple-
channel systems. Despite its importance, multiple
channel performance has received limited
attention.This book addresses this issue by adopting
a configuration theoretic approach to examine the
fit between multiple-channel system structure,
business strategy, and environmental conditions.
Two ideal...