Managing Channels of Distribution: The Marketing Executive's Complete Guide

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AMACOM, Jan 6, 1998 - Business & Economics - 288 pages
"Channels of distribution is one of the hottest areas in marketing and sales today. And no one understands the subject better than Ken Rolnicki! Managing Channels of Distribution supplies a much-needed source of knowledge and expertise that professionals can rely on. Based on case studies and real-life experience, the book explains the complexities of managing multiple channels -- distributors, dealers, manufacturer’s reps, VARs, private labels, brokers, wholesalers, retailers, and all the rest. In the process, Rolnicki explores both macro and micro business influences that affect channel effectiveness. Special attention is paid to the frustrating areas of channel power and conflict, the dangerous issue of legalities, and the most critical topic of all -- the channel design sequence."
 

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Contents

Direct vs Indirect Channels of Distribution
7
Why Channels Programs Fail
24
Channel Design Sequence
29
Tying It All Together
38
Technology
44
Competitive Analysis and Strategy
51
Basing Your Competitive Strategy on the Market Life Cycle
60
Differentiating Your Product or Service
62
Five Channel Management Mechanisms
136
Changing Channels
144
Channel Conflict
150
If You Dance With the ChannelBearthe Bear Leads
163
Channel of Distribution Motivational
165
Sales and Product Training
177
The TwoCadillacjOneBoat Distributor Syndrome
187
Key Legal Issues and Potential Transgressions
193

Conducting a Segmentation Analysis
68
Composing Your Wish List
85
Is Bigger Always Best?
93
Preparing Your Package of Enticements
102
Preparing a Business Policy Statement
112
Proceeding With the Channel Design Sequence
120
Ramping Up a New Distributor
126
Effective Channel Communications Mechanisms
130
How to Communicate Legally
202
Witch Your Legalities
209
New and Different Channel Forms and Trends
227
Synthetic Channels of Distribution
233
International Channels
237
Appendix A Channel of Distribution Words of Wisdom Glossary
245
Index
257
Copyright

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About the author (1998)

KENNETH ROLNICKI (Chicago, IL) is president of On Line Computers, a computer reseller. He has over 30 years of channel management experience, and nine years of experience as a seminar leader, teacher, and consultant.

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