Channel communication is sending and receiving information that is relevant to the operation of the channel. It is critical for the success of the channel member to work to create and foster an effective flow of information within the channel. Communication will take place only if the channel member is aware of the pitfalls that await. The channel manager should therefore try to detect any behavioral problems that tend to inhibit the effective flow of information through the channel and try to solve these problems before the communication process in the channel becomes seriously distorted.
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Home » Core Concepts of Marketing » CHANNEL CONCEPTS: DISTRIBUTING THE PRODUCT » THE HUMAN ASPECT OF DISTRIBUTION
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