Citation:VIyswarya, P., Rajaram, S., Inayath Ahamed, S.B., Kundhavai, S. and Sriram, V.P.(2017). CHANNEL MANAGEMENT AND DISTRIBUTION IN PRINT MEDIA WITH REFERENCE TO NEWSPAPER INDUSTRY IN TAMILNADU, INDIA.International Conference on Advanced Marketing 2017. Department of Marketing Management, University of Kelaniya, Sri Lanka.p 42.
Date:2017
Abstract:
Channel management is a term used to describe how companies gain control of multi-step, complex
distribution channels to maximize revenues and reduce costs. Channel-management activities have
historically been a challenge for the manufacturer. The purpose of this paper to assesses the impact
of channels of distribution and channel management in print media whilst taking cognizance of the
mediating effect of supply chain management. The study was undertaken in India with the sample of
450 respondents who are in Newspaper industry, Tamilnadu, India. Data has been collected through
questionnaire which was evaluated using AMOS (Analysis of Moment Structure) to validate the
conceptual framework. The findings reveal that channels of distribution and channel management
have significant impact on the processes of newspaper production and distribution. Hence, the
model structure adopted in this study fits well and confirms that attention should be given regarding
the need for global coordination of products, production and distribution. This paper’s contribution is
not as much in offering a schema as it is in suggesting an analytical plan/process that helps in
visualizing structures and associated strategies de novo.
