Abstract
Since 1981, the expansion in international markets is unprecedented in a history of world market evolution. Never have so many firms been involved in marketing to so many user s worldwide. Yet, the channel function tends to lag behind the other traditional areas, i.e. advertising, promotion, packaging pricing, and product differentiation. These areas have a good deal more “excitement” in their applications compared to the seemingly mundane task of moving goods and services through the channel. Furthermore, existing channel variation between countries poses a sizeable threat to the effectiveness of an integrated international distribution strategy.
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© 2015 Academy of Marketing Science
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Ryan, W.T., Lauffer, W.H. (2015). International Channels of Distribution: Who Decides and How?. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_3
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DOI: https://doi.org/10.1007/978-3-319-17356-6_3
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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