Designing and Managing Integrated Marketing Channels - Essay Example

Integration and Management of Different Channels Integration and Management of Different ChannelsIntegration and management of different channels requires effective strategy when it comes to organizations. There is an avid need of selection of intermediaries when organizations put the effort of managing the channels. The effective training and motivation strategies would also play a major role. It is stated that the best manner to integrate and manage different channels need organizations to build a strong partnership.

The ultimate goal of the organizations remains integration of profit that they can make with the help of relationship. Integration of the channels can become an easier process if organizations conduct market research before selecting the intermediaries (Crane, 2002). It will make sure that the relationship between different channels and the organization is strong and motivated. In addition, organizations need to keep a check on the channels in a timely manner. It will indicate any possible trouble within the relationship beforehand (Maddock & Fulton, 1996).

The channels are affected by the trends that would be introduced over time. These trends may include the vertical marketing system (VMS), horizontal marketing system, and integrated marketing channel system (Kotler & Keller, 2012). As soon as the organization is aware of the channels with their selected intermediaries, it is suggested that it also create a sheet for distributing tasks and responsibility to each channel (Hunt, 2010). The undertaken grid or design to allocate the tasks to each channel would allow in understanding the channel that may be becoming problematic and act as a barrier for the smooth transitions of marketing.

Thus, the aforementioned recommendation may be followed to get away with poor channel management. ReferencesCrane, A. (2002). Marketing, Morality and the Natural Environment. New York: Routledge.Hunt, S. (2010). Marketing Theory: Foundations, Controversy, Strategy, Resource-advantage Theory. New York: M.E. Sharpe.Kotler, P., & Keller, K. (2012). Marketing management. New Jersey: Pearson Education.Maddock, R., & Fulton, R. (1996). Marketing to the Mind: Right Brain Strategies for Advertising and Marketing.

New York: Greenwood Publishing Group.