Abstract:

We introduce the concept of distribution equity to represent the asset value of a

distribution relationship. Distribution equity is characterized as the increase in
options value of marketing opportunities that result when a firm effectively utilizes its
knowledge relationships with an existing distribution channel partner to create and
market its products. By providing a framework characterizing various forms of
knowledge in a channel partner relationship and the ways in which they can increase
the options value of a firm's product development and marketing opportunities, we
provide a framework for improving the management of distribution equity.

Sources:

www.wikipedia.com

http://www.netmba.com/marketing/mix

http://www.marketingteacher.com/Lessons/lesson_marketing_mix.htm

http://www.12manage.com/methods_marketing_mix.html

http://www.mindtools.com/pages/article/newSTR_94.htm