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Journal of Business Communication, Vol. 15, No. 1, 29-39 (1977)
DOI: 10.1177/002194367701500103
© 1977 Association for Business Communication

The Development of Marketing Channel Communication Models

Ronald D. Michman

Shippensburg State College

Lynn Harris

Shippensburg State College

There is an obvious need for coordinated, formal, channel-of-distribution communication systems. Channel members' marketing actions can be coordinated to increase effectiveness and profitability. The importance of authority and responsibility for a channel-communications system is discussed as well as the major forces which influence the design of the formal communications channel.


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