A distribution channel is a series that a commodity passes through to get to the final user, which is the consumer (Cravens & Piercy, 2006). The series might be a business or intermediaries who ensure a product or a service reaches those it is meant to benefit. The series can be one of the following;
Internet
Wholesalers Distributors Retailers Agents It can either be short or long, in that, when sold from the producer to the consumer directly, it is a short, while long when passes through intermediaries. In most cases, the intermediaries receive the product or service from the producer ...
