•Traditionally, marketing has focused on end-customer or consumer, seeking to promote brand values and to generate a ‘demand pull’ in the market place for company’s products.
•Due to shift in power in marketing channels, companies are realizing to develop strong relations with such intermediaries like large retail outlets to create a customer franchise as well as consumer franchise.
•The impact of both strong consumer franchise and customer franchise can be enhanced or diminished by effectiveness of suppliers’ logistics system.
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