Consumerism and Distribution; A Management View

Questions what is really important in the consumer‐distributor relationship, suggesting what can be done by distributors and consumer organisations in order to develop consumerism. Presents marketing and consumerism in distributive areas as being of great importance. States that integrating consumerism into the marketing concept means nothing more than realising another mix, another output, with the existing specific classes of marketing instruments. Concludes it is up to consumerists and distributors to indicate clearly where marketing objectives of firms and consumers coincide, partially coincide, or clash.