In this chapter, we will address the following questions:

  1. What is a marketing channel system and value network?
  2. What work do marketing channels perform?
  3. What decisions do companies face in designing, managing, and integrating their channels?
  4. What are the key channel issues in e-commerce and m-commerce?

With the advent of e-commerce (selling online) and m-commerce (selling via mobile phones and tablets), customers are buying in ways they never have before. Companies today must build and manage a continuously evolving and increasingly complex channel system and value network. In this chapter, we consider strategic and tactical issues in integrating marketing channels and developing value networks. Chapter 13 examines marketing channel issues from the perspective of retailers, wholesalers, and physical distribution agencies.

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