Journal article
Building Channel Strategies and Alliances in Food Distribution
Journal of Culinary Science and Technology, Vol.7(2-3), pp.119-131
2009
Abstract
A marketing channel is a set of interdependent organizations involved in the process of making a product (commodity) available for use or consumption. A marketing channel is not just one firm doing its best in the market-whether the firm is a producer, wholesaler, or retailer. Many entities are typically involved in the business of channel marketing. Each channel member depends on the others to do their jobs. For a branding professional, running a marketing channel is a process, not an event. Distribution frequently takes time to accomplish, and even when a sale is finally made the relationship with the consumer is usually not over. The purpose of channel marketing is to satisfy the consumers in the market. Their goal is the consumption of the commodity being sold. A producer who sells through distributors to retailers, those who serve the final consumers, may be tempted to think that it has generated sales and developed happy customers when its sales force successfully places a product in the distributors' warehouses.
Details
- Title
- Building Channel Strategies and Alliances in Food Distribution
- Authors
- Kuan-Huei Lee (Author) - Taiwan Hospitality and Tourism College, TaiwanTimothy J Lee (Author) - University of Queensland
- Publication details
- Journal of Culinary Science and Technology, Vol.7(2-3), pp.119-131
- Publisher
- Taylor & Francis Inc.
- Date published
- 2009
- DOI
- 10.1080/15428050903313424
- ISSN
- 1542-8052; 1542-8052
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99451428002621
- Output Type
- Journal article
Metrics
147 Record Views
InCites Highlights
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- Collaboration types
- International collaboration
- Web Of Science research areas
- Food Science & Technology
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Source: InCites