Four key challenges for an effective multi-

channel strategy
• Finding the optimal multi-channel mix
• Creating multi-channel synergies
• Avoiding multi-channel conflicts
• Gaining a sustainable competitive advantage via multi-channel
strategy
iPhone Distribution Channel
Monster Energy Drink Distribution Channel
Marketing Channel

the external contactual organization that

management operates to achieve its distribution
objectives.
Marketing Channel Defined
• External
• Contactual organization
• Operates
• Distribution objectives
Marketing Channels and Marketing
Management Strategy
Channel Strategy vs. Logistic Management
Flows in Marketing Channels
• Product flow
• Negotiation flow
• Ownership flow
• Information flow
• Promotion flow
Five flows in the marketing channel of Coors
Beer
Specialization and Division of Labor