An important element of the marketing mix, distribution plays a vital role in developing any marketing strategy, possessing the power to define a product’s level of success. Many innovative and theoretically sound products have failed in the marketplace due to faulty distribution. A managerial orientation is taken in this workshop with a focus on decision-making in channels of distribution. Appropriate theories are reviewed, and analytical frameworks are offered to help participants in their decision making. This workshop will also help participants conduct in-depth studies of the marketing channels and physical distribution systems currently available for use and their merits and demerits to aid in knowledgeable decision making.