Most producers do not sell their goods directly to final customers. They design a multi-channel system to reach them. The design of marketing channel, acts, as a strong interface, and can provide a competitive advantage to a firm in the industry. By contrast the absence of a good distribution network also becomes a major impediment in today's cut throat competitive environment. Marketing channel decisions are therefore, one of the most important and the most critical ones facing the marketing management today. It is complex and the complexity further gets compounded by the fact that the channel system takes time to build, usually years.
ABOUT THE AUTHOR Mohd Altaf Khan
Mohd. Altaf Khan, senior most Professor, Department of Commerce & Business Studies, Jamia Millia Islamia-A Central University by an act of Parliament, was born in Bhajanagar, Orissa in 1959 with a brilliant academic carrer; with four degrees M.Com., M.Phil, LLB and Ph.D. He has associated with Teaching & Research in the field of Management & Commerce since 1982. In his academic career in Orissa as well as in Jamia Millia Islamia, Delhi, he distinguished himslef as an excellent teacher and a research supervisor and set a new record by successfully guided Twenty Ph.D. Scholarly.Prof. Khan has published a good number of research articles and more than 20 books. Her excles as a seminarian, attended several national and international seminars right from the year 1982. As a member of scores of All India Professionalism Development Foundation, All India Commerce Association, All Orissa Commerce Association and Academic Organization, he has made presentations & chaired many Technical Sessions. He was edge the best academic scholar by Orissa Researchers Association in the year 2006.
ABOUT THE AUTHOR N H Mullick
N H Mullick, is a Professor in Marketing at Asia Pacific Institute of Management, New Delhi. He has done his Ph.D. In Marketing from Jamia Millia Islamia and an M.B.A. From Aligarh Muslim University. He also has more than 24 years of teaching and industry experience. His ten years experience has been in teaching Sales & Distribution Management & other Marketing subjects at various reputed managment institutes. He has also worked at Senior levels in reputed companies like Orissa and Zenith Computers Limited. He is also active in research, consultancy and has authored numerous research papers and articles published in national and international journals.
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