Channel marketing is the strategic approach that companies use to get their products into the hands of consumers through various intermediary businesses. Instead of selling directly to end-users, companies collaborate with middlemen such as retailers, wholesalers, and distributors to ensure their products are available in different locations. This approach allows businesses to tap into the expertise and reach of these intermediaries, expanding their market presence and enhancing the overall distribution process. Channel marketing involves forming and managing partnerships, providing support to intermediaries, and implementing strategies to optimize product accessibility and boost sales.
š Definition Minute is a new subset of the Behavioral Economics in Marketing podcast. In these mini-episodes, I will define economic theories, in a minute or two. The topics will be review, introductory or discrete in nature.
Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix.
Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Masterās degree in economics from Rensselaer Polytechnic Institute. Check out her Linkedin profile here: Sandra Thomas-Comenole, Head of Marketing, Travel & Tourism
