Handbook of Research on Distribution Channels
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Handbook of Research on Distribution Channels

Edited by Charles A. Ingene, James R. Brown and Rajiv P. Dant

Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.
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Chapter 18: Resale price maintenance after Leegin: marketing literatures for future research

Gregory T. Gundlach and Rachel E. Paul

Abstract

Resale price maintenance (RPM) is a long-standing yet controversial channel pricing strategy that establishes the price below which a product cannot be resold. A recent case by the US Supreme Court has led to the increased practice of RPM and prompted calls for multidisciplinary research that advances understanding of its use and effects. The authors overview past economic literatures on RPM, describe marketing literatures with the potential to enhance future understanding of RPM, and then offer an agenda for interested researchers.

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