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Lookup NU author(s): Professor Suraksha Gupta
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
© 2022. It is essential for managers of brands offering products in large and diverse but complicated and competitive emerging markets to promote their brand to resellers because resellers buy through distributors who simultaneously offer competing products. Using data collected from such resellers, it is argued that a brand that applies appropriate reseller management techniques, with concepts like relationship marketing, can compete successfully by influencing the preferences of resellers. Efficient management of direct brand-reseller relationships by a local brand representative will facilitate the exchange of realistic information required by both brand managers and resellers. The exchange will allow a reduction of costs and bring an increase in benefits from the association. Limitations of the study are discussed and directions for future research are provided.
Author(s): Gupta S
Publication type: Article
Publication status: Published
Journal: Industrial Marketing Management
Year: 2022
Volume: 103
Pages: 130-145
Print publication date: 01/05/2022
Online publication date: 24/03/2022
Acceptance date: 21/01/2022
Date deposited: 17/06/2022
ISSN (print): 0019-8501
ISSN (electronic): 1873-2062
Publisher: Elsevier Inc.
URL: https://doi.org/10.1016/j.indmarman.2022.01.019
DOI: 10.1016/j.indmarman.2022.01.019
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