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Channel Management

Finding The Right Route To Market

páginaprincipal.livro.por Patrick Forsyth
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páginaprincipal.livro.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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Conteúdos
Descrição

  1. Introduction: distribution in a changing world 
  2. What is channel management? 
  3. Making it work 
  4. Channels in action 
  5. Refining the process 
  6. Ten steps to making channel management work 
  7. 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 marketing
2. 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.

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