Managing marketing channels for high-technology products

This chapter focuses on the behavioural aspects of managing marketing channels dealing in high-technology products. High-technology products are distinguished in terms of product attributes like incidence of frequent technological innovations, shorter product life cycle, high levels of customer uncertainty, etc. The chapter conceptualises the connection between these product attributes and channel management variables to present a normative model for managing marketing channels in the high-tech context. The model incorporates important behavioural variables associated with marketing channel management.