Channel Functions and Customer Programs

Gary L. Frazier ()

Chapter 8 in Marketing and Channel Management for Low Brand Equity Firms, 2026, pp 117-131 from Springer

Abstract: AbstractChannel functions and channel programs are important to targeted customers. Work activities in direct and indirect channels are expounded upon. An overview is provided of what strong customer loyalty and referral programs involve. Two important channel principles are developed, which are firms with low brand equity must excel in performing channel functions vital to the welfare of targeted customers and offer well-developed loyalty and referral programs.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-032-19112-0_8

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DOI: 10.1007/978-3-032-19112-0_8

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