Chapter 9 THE MULTICHANNEL PLAN: THE ROUTE TO MARKET
INTRODUCTION1
Our third chapter on different elements of the marketing mix builds on the previous chapter on personal selling. For many companies, sales occur not just through personal selling but also through a variety of other channels, from agents and distributors to direct sales online and by telephone. For some companies, indeed, personal selling has disappeared entirely. Furthermore, each of these channels can be crucial for service delivery.
For years, Place (route to market) was the dull, neglected P of the famous 4Ps of marketing. Companies’ distribution ...
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