Direct, Indirect, and Multiple Channels

Gary L. Frazier ()

Chapter 6 in Marketing and Channel Management for Low Brand Equity Firms, 2026, pp 85-100 from Springer

Abstract: Abstract The pathways firms choose for branded products and services to reach targeted customers are crucial to their success. Direct, indirect, and multiple sales channels are described in detail in this chapter. In B2B settings, firms with low brand equity must establish dual direct channels, specifically company websites and outside salespeople. In B2C settings, these firms should establish company websites and indirect channels of small intermediaries. In all cases, these firms must avoid associating with powerful intermediaries. “Omni-channels” are especially attractive to firms with low brand equity for their seamless operation and special signaling to customers.

Date: 2026
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DOI: 10.1007/978-3-032-19112-0_6

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