- 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
Contenuto
Descrizione
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 channels3. Managing and motivating down the line through the chain to ensure performance is maximised.