El liderazgo en el canal de la comercialización: un proceso para la gestión de las relaciones internas del canal

Abstract

This paper aims to analyse one of the most characteristic problems of the marketing channel and, in particular, of its management, which is the exercise of leadership. The starting point must be to understand the need for the channel to be managed, otherwise the channel's competitive capacity is doomed to disappear. The marketing channel itself constitutes a whole organisation in competition with other channels and therefore requires effective management.