Managing Structural Changes in Marketing Channels

Considers the shift of marketing functions from the perspective of the wholesaler rather than from the traditional point of view of the manufacturer or retailer. Examines the vertical integration of marketing functions by manufacturers and the use of synergistic strategies which could cause a reallocation of marketing functions among wholesalers and manufacturers. Discusses the potential new roles of the small industrial distributor in an ever‐changing marketing environment characterized by functional shiftability.