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Research papers

The balance of power in a marketing channel

The nature of a relationship between a manufacturer and retailer, the extent to which it is either harmonious or discordant, largely depends on the power held by each party and the way this power is used. Power relationships also have a direct...

Catalogue: Paper 1982: Profitable Cooperation Of Manufactures And Retailers
Author: Angela M. Rushton
June 15, 1982
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Citation

Rushton, A. M. (1982a, June 15). The balance of power in a marketing channel. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-balance-of-power-in-a-marketing-channel