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Marketing — Distribution

In: Competition and Technological Change in the Television Industry

Author

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  • Erik Arnold

    (Sussex University)

Abstract

While the importance of price and quality in marketing is recognised in the theory discussed in the first three chapters of this study, the role of distribution is not taken account of. It has been suggested that this is a major omission from theory, and that distribution influences behaviour to such an extent that it can almost be characterised as a third ‘side’ intervening between the demand and supply sides of the television industry (Arnold, 1978, p. 107). This chapter therefore examines the interrelationships between distribution and the two ‘sides’ conventionally analysed in economic discussion of markets.

Suggested Citation

  • Erik Arnold, 1985. "Marketing — Distribution," Palgrave Macmillan Books, in: Competition and Technological Change in the Television Industry, chapter 11, pages 148-158, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-07492-1_12
    DOI: 10.1007/978-1-349-07492-1_12
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