Channel and media integration process
Product-focused firms have rarely treated channel and media management asa strategic issue, and their relationships with other channel players have often been adversarial. Customer-centric businesses take the opposite view
and establish a channel and media framework that manages the customer’s
experience at each point of contact they have with the company. We will explore
this strategic marketing issue under the heading ‘channel and media integration’
in this chapter. Throughout this book we consider channel and media as sepa-
rate, but related concepts.