Managing Marketing Channels for High Technology Products: A Behaviour Based Approach

Abstract

This paper focuses on the behavioural aspects of managing marketing channels dealing in high-technology products. High-technology products are distinguished in terms of product attributes like incidence of frequent technological innovations, shorter product life style, high levels of customer uncertainty etc. The papaer conceptualises the connection between these product attributes and channel management variables so as to present a normative model for managing marketing channels in the high-tech context. The model incorporates important behavioural variables associated with marketing channel management.