ABSTRACT

Channel theory is a specific branch of marketing thought that studies the development and management of economic institutions and agencies concerned with moving products from producers to users. This chapter explores the potential contributions that channel theory can make to the improvement of distribution of scientific and technical information (STI) to the scientific community. It reviews several basic tenets of the channel theory and discusses several implications for the distribution of STI. The chapter suggests that key factors in designing a channel are the set of marketing services desired by customers, the pattern of allocation of marketing works between customers and channel members, resolving channel tasks, and the pertinent costs involved. It also reviews the relevance of these concepts to STI channels. STI channels have been undergoing a constant process of channel lengthening, a process that has substantially contributed to customer welfare.