Designing marketing channels in order to penetrate targeted market and to attain desired position in that market requires making various decisions related to the channel structure, selection of channel members and organization of activities that need to be performed in those channels in order to deliver the product/service to customers. This paper is about the process of making decisions involved in designing the marketing channels of the company. Seven phases of the Paradigm of the channel design decision are discussed. Winery "Mačkov podrum" from Irig, Vojvodina, is taken as the example of the company that successfully combines several channels to attain market presence and coverage.
The Internet and its media and platforms are inevitable and very powerful assets of contemporary business. Marketers use the Internet and its potential for launching online advertising campaigns and for establishing and maintaining successful long-term relationship with customers. The customer relationship approach based on the usage of digital technologies and the Internet has transferred the communication between companies and their customers online and became a crucial tool for achieving the competitive advantage in the today's turbulent market space. The research results presented in this paperwork represent a significant part of a wider research undertaken by the author with the aim to explore the actual attitudes of Serbian citizens to their usage of the Internet, social media and their online shopping behavior.
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