DAĞITIM KANALLARINDA KONTROL UYGULAMALARI VE KONTROL-PERFORMANS İLİŞKİSİ

Özet

A distribution channel can be defined as an array of exchange relationships that create cııstomer value in the consumption of products and Services. This defınition implies that exchange relationships emerge from market needs. The distributioıı channel whiclı consists of exchange partners may also be considered as a social system. In these sense exchange partners must negotiate with one another to determine who will control key channel resources.