ABSTRACT
Chapters 8 and 9 discuss internal marketing with special emphasis on the policies of the exporters. (My focus is on policies because the relevant practices have already been discussed.) A key objective of the exporters has nearly always been to gain more control over the upstream actors from whom they bought. Since control, coordination, and management go together, an alternative description of the exporters' policy is that they each wanted to create a partial channel system and aspired to the position of channel leader.
