Distribution Channel A Critical Factor of Successful Marketing and Need for its Improvement

摘要

This paper uncovers the criticality of an effective and disciplined distribution channel for any successful marketing of any product and service. This is becoming a greater requirement for fertiliser business in the prevailing marketing environment in India. While there are guidelines to ensure and improve efficiency, all the stake holders need to have a focussed approach. The prevailing operational situation of the distribution channel in fertiliser industry in India and recommendations/suggestions for improvement are covered in this paper.