Managing Channels of Distribution

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AMACOM Div American Mgmt Assn, 1998 - Marketing channels - 266 pages
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This "channelmaster's" handbook explores all the macro and micro business influences that affect channel management efficiency, the frustrating areas of channel power and conflict, the potentially dangerous issue of legalities (with an entire chapter devoted to antitrust concerns), and, most importantly, the channel design sequence. From basic concepts such as what the various channels of distribution are and why you use them to intricate issues like channel selection criteria, market coverage strategies, and channel candidate enticements, Managing Channels of Distribution gives you all the information you need to plan, implement, and manage a successful channel of distribution network.
 

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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
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