Your main job as a small-business owner is to carve pathways, or channels, to your customers. While large corporations spend a lot of money designing marketing channels, you can compete with a much ...

Forbes contributors publish independent expert analyses and insights. I write about modern marketing, creative ideas and evolving careers. Just spoke at AMA Chicago BrandSmart about a favorite topic, ...

Horizontal and vertical marketing conflicts involve disagreements among businesses in a marketing channel. A marketing channel is how a product moves from its manufacturer to the consumer. Channels ...

Several of the ideas presented here are based on work by Louis W. Stern and Frederick D. Sturdivant, "Customer-Driven Distribution systems," Harvard Business Review, Vol 65 (July-August 1987) While ...

A lot of marketers will tell you that they’re “channel-agnostic” when figuring out where to put their spend. The idea is to deploy resources across various channels, see how they perform … and then ...