Channel Management
Finding The Right Route To Market
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48 pages
Idioma:
English
This book covers key channel management techniques, from deciding the mix and ensuring customer focus to monitoring performance on an ongoing basis.
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Sobre el autor
PATRICK FORSYTH runs Touchstone Training & Consultancy, an independent firm based in the U.K. specialising in marketing consultancy, research and training on marketing issues, sales and communication and management skills.
He is a consultant of many y...
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Description
Content
- Introduction: distribution in a changing world
- What is channel management?
- Making it work
- Channels in action
- Refining the process
- Ten steps to making channel management work
- Glossary
This book covers key channel management techniques, from deciding the mix and ensuring customer focus to monitoring performance on an on-going basis. It includes a review of:
1. The role of channel management as an foundation for successful marketing2. Investigating and selecting the right mix from a range of possible channels
3. Managing and motivating down the line through the chain to ensure performance is maximised.