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Integrated Channel Management: Merging the Communication and Distribution Functions of the Firm |
David W. StewartGary L. FrazierIngrid MartinUniversity of Southern California
The need for integrating all elements of the marketing mix is axiomatic in the marketing literature. The importance of integration is frequently embodied within the very definition of the marketing mix, for example, “Marketing mix is the set of controllable marketing variables that the firm blends to produce the response it wants in the target market” (Kotler, 1986, p. 43).
Recently, several scholars have argued that the increasing availability of information, and the sophistication of the technology for obtaining, processing, and analyzing this information, are blurring ...
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