Managing Channels of Distribution: The Marketing Executive's Complete Guide"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." |
Contents
Why Channels Programs Fail | |
Chapter 2 | |
Tying It All Together | |
Guidelines for a Great Channel Partnership | |
Effective Channel Communications Mechanisms | |
Five Channel Management Mechanisms | |
Changing Channels | |
How to Deal With Channel Conflict | |
Chapter 11 | |
Sales and Product Training | |
How Much Training Is Needed? | |
Chapter 3 | |
Competitive Analysis and Strategy | |
Discovering Customer Satisfaction Requirements | |
Composing Your Wish List | |
Is Bigger Always Best? | |
Business | |
Preparing a Business Policy Statement | |
Proceeding With the Channel Design Sequence | |
Other editions - View all
Managing Channels of Distribution: The Marketing Executive's Complete Guide Kenneth Rolnicki No preview available - 1998 |
Common terms and phrases
action activities agents agreements antitrust laws Applicable law authorized buying calls candidate Channel Design channel marketing channel members channel of distribution channelmaster Chapter commitment communication compensation competitive competitors conduct consider contract corporate costs create criteria deal decision develop direct discussed distributors eagle efforts end user enticement evaluate example Exhibit existing export field give implement important indirect channels industry internal inventory issues leads manufacturer marketplace meeting motivational offer organization percent performance policies position possible potential present primary product line profit promotional purchase questions reasons relationship represent requirements sales and marketing sales force salespeople selection sell share shows situation specific Step strategy structure success sure Termination territory trade