Canais de marketing, valor e estruturas de governança

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Ricardo Fasti de Souza

Abstract

This article discusses the marketing contribution in the appropriation ofsuperior cash flow in transactions between marketing channel members. Amodel is presented suggesting that the cash flow appropriation capabilitiesof the channel member is result of how the transactional governance structure is built regarding the sources of value creation, power and the level of dependency among channel members.

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How to Cite
SOUZA, R. F. de. Canais de marketing, valor e estruturas de governança. RAE - Revista de Administracao de Empresas , [S. l.], v. 42, n. 2, p. 42–53, 2002. Disponível em: https://periodicos.fgv.br/rae/article/view/37576. Acesso em: 21 jun. 2024.
Section
Mercadologia