CORE CONCEPTS OF MANAGEMENT
MARKETING MANAGEMENT
FINANCIAL MANAGEMENT
HUMAN RESOURCES MANAGEMENT
OPERATIONS & PRODUCTION MANAGEMENT

Distribution channels and Intermediaries - the 3rd P
In the Indian context marketing theory is rapidly moving from the ‘Strategic Think’ level to the ‘Implementation Act’ level. This has had a powerful impact on all aspects of Channel Management. Finding the optimum route is just one of the issues. (See CC/QM4 and CC/ QM5). The author of this lesson is Prof. R K Vijayasarthy. He is a marketing consultant with over twenty years in academics, most of it at IIMB. The study outlines the distribution systems of four major players ITC, Hindustan Lever, Wipro and Asian Paints. How did they evolve? Are they proactive or reactive to environmental change? Are there any paradigmatic shifts in distribution systems? Through a look, search, query, study and explain mode, the author links theory and practice.
MM/M7

24 Mins

30 Mins

60 Pages
Equivalent classroom time: 6hrs