Market Structure and Marketing Policies Available to Purchase

Suggests current marketing literature fails to take account of the structure of modern markets and proposes a scheme for classifying marketing situations — which has the merit of forcing attention on the effects of concentration in modern markets. States that the average manufacturer of consumer goods distributes them through independent channels dominated by a small number of large organisations. Reveals these channel members will only stock items that they believe will contribute to their marketing mix — making it attractive to the retailer. Looks at marketing situations using figures for explanation and also examines consumer marketing, industrial marketing, or custom marketing. Concludes that marketing academics will get themselves into a similar situation unless they observe structures of firms' markets and consider the implications.