Marketing Essay

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Difficulty in Designing Marketing Channels: the search of efficiency by Brazilian Food Industry Ricardo Messias Rossi PhD student at Universidade Federal de São Carlos (UFSCar) Av. Presidente Vargas, n.43, ap.11, Vila Seixas Ribeirão Preto – São Paulo – Brazil CEP:14020-260 Phone: 55 16 39116088 Fax: 55 16 39116088 e-mail: rrossi@usp.br Andrea Lago da Silva Assistant Professor at the Department of Production Engineering at the Federal University of Sao Carlos – UFSCar/Brazil. Rodovia Washington Luis, km 235 São Carlos São Paulo Brazil CEP: 13565-905 Phone: 55 16 3351 8236 r.274 Fax: 55 16 3351 8240 e-mail: deialago@power.ufscar.br Marcos Fava Neves Professor of Marketing and Strategy Head of the PENSA Agribusiness Center School of Business and Economics at Ribeirão Preto University of São Paulo Address: Av. dos Bandeirantes, 3900 – Sala 64 CEP: 14040-900, Ribeirao Preto-SP, Brasil Phone: 55 16 36023936 Fax Number: 55 11 39116088 E-mail: mfaneves@usp.br Keywords: Supply Chain; Marketing Channels; Strategy Scientific Paper Difficulty in Designing Marketing Channels: The Search of Efficiency by Brazilian Food Industry R.M. Rossi, A.L. Silva, and M.F. Neves Department of Production Engineering at the Federal University of Sao Carlos – UFSCar Rodovia Washington Luis, km 235 São Carlos São Paulo Brazil rrossi@usp.br Abstract This study aimed to discuss some practitioners’ difficulties during the marketing channel design process. This study is exploratory and qualitative. Despite of the fact that several methods to channel design have been developed and improved in the last years, the search for an efficient channel structure is still a challenge for companies. First, the article shows the literature review with focus in relations among marketing decisions, supply chain management, and business strategy. Empirically, a case study was developed with a big

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