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The e-Channel Pattern

An e-channel is the chain of relationships between companies and customers and between companies and their partners/resellers. These chains, also called marketing channels, are interdependent organizations linked to deliver a product or a service to the marketplace.

For example, should McDonald's use the Internet in its selling process? Should Ford Motors? Disney? Nucor Steel? The answer is yes. Today, the customer's cry for new products and improved service—better, faster, more—is reaching a cacophonous roar. And the big firms are listening. Firms are using technology to alter the marketing channels in which they participate. Either certain links in the chain are being removed, or new links are being added to improve the marketing channel's effectiveness. Business leaders are eager to understand the types of channel structure changes that firms can make as a result of e-commerce and what customers expect from these new e-channels.


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