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Iranian Journal of Management Studies، جلد ۴، شماره ۱، صفحات ۲۵-۴۲
عنوان فارسی Develop AFramework for Selection of Intermediary in Marketing Channel
چکیده فارسی مقاله This study seeks to examine how a company can select the best intermediary for its Marketing channels with minimum of criteria and time. A theoretical framework is proposed based on the most important tasks of intermediary and the criteria to measure them. There are four basic tasks and thirty criteria in three independent levels. Subsequently, an exploratory case study in Iranian Food industry is described to illustrate the value of the framework. It is possible to apply the theoretical framework to select the intermediary for any industry or country. However, there might be possible location-specific or industry-specific limitations. Moreover, the framework has proved to be useful in improving the selection of the intermediary in marketing channel. This is a notable and promising side-effect of the exploratory study, at least from a managerial point of view.
کلیدواژه‌های فارسی مقاله
عنوان انگلیسی Develop AFramework for Selection of Intermediary in Marketing Channel
چکیده انگلیسی مقاله This study seeks to examine how a company can select the best intermediary for its Marketing channels with minimum of criteria and time. A theoretical framework is proposed based on the most important tasks of intermediary and the criteria to measure them. There are four basic tasks and thirty criteria in three independent levels. Subsequently, an exploratory case study in Iranian Food industry is described to illustrate the value of the framework. It is possible to apply the theoretical framework to select the intermediary for any industry or country. However, there might be possible location-specific or industry-specific limitations. Moreover, the framework has proved to be useful in improving the selection of the intermediary in marketing channel. This is a notable and promising side-effect of the exploratory study, at least from a managerial point of view.
کلیدواژه‌های انگلیسی مقاله Channel design, Channel members, Distribution Channel, Marketing channel, selection criteria
نویسندگان مقاله حمید ایرانی |
ph.d. candidate, faculty of management, qom campus, university of tehran, qom, iran
سازمان اصلی تایید شده: دانشگاه تهران (Tehran university)

کامران شهانقی |
faculty of industrial engineering, iran university of science and technology, tehran, iran
سازمان اصلی تایید شده: دانشگاه علم و صنعت ایران (Iran university of science and technology)

غلامرضا جندقی |
faculty of management, qom campus, university of tehran, qom, iran
سازمان اصلی تایید شده: دانشگاه تهران (Tehran university)

نشانی اینترنتی http://ijms.ut.ac.ir/article_23443_017f7786dab585a0a8a01f784b701d6f.pdf
فایل مقاله اشکال در دسترسی به فایل - ./files/site1/rds_journals/452/article-452-432679.pdf
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