National advertising,brands, and channel control: An historical perspective with contemporary options |
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Authors: | Charles H Patti PhD Raymond P Fisk DBA |
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Institution: | (1) Arizona State University, Arizona, USA;(2) Oklahoma State, USA |
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Abstract: | It is the basic thesis of this paper that the continuing battle between manufacturers, wholesalers, and retailers for market
control will significantly change both the quantity and quality of national advertising. Furthermore, these changes are due,
in large part, to one particular aspect of this battle—the ascendancy of the store-controlled brand. The contemporary manufacturer
is facing a situation which is similar to that of an earlier time in American marketing. The national advertiser's contemporary
options for capturing market control can be seen more clearly through this historical perspective and through the authors'
conceptual model of channel behavior.
The authors would like to express appreciation to Progessor Kim B. Rotzoll, University of Illinois, for his assistance in
the preparation of this article. |
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Keywords: | |
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