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Chapter
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1
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Introduction
Options for action; A changing world.
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2
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What
is Channel Management?
The way to market; Channel management explained; The nature
of successful channels; Summary.
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3
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The
Evolution of Channel Management
Change equals opportunity; Size does matter; Keeping control;
A plethora of options; Accessibility; Service; Battle of the
brands; The industrial dimension; Where next? Summary.
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4
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The
E-Dimension
Communication; Computer systems; The effectiveness of channels;
New channels; A clash of channels; Best practice; Right here
and now; Summary.
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5
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The
Global Dimension
Relative scales of business; One way or your way? Strategy
for success; The service dimension; Keeping in touch; A wired
world; Best practice; Summary.
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6
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The
State of the Art
The need for distribution; The case for distributors; Distributive
downsides; What channel of distribution to choose; Variety
and change; Service to customers; Powerful distributive forces;
It's a deal; Managing channels; Summary.
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7
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In
Practice
Japanese Machinery (case); Continental air conditioning (case);
Display and merchandising; Store layout; Old and new; Dealer
upgrade; Initiating channel change; A look ahead; Summary.
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8
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Key
Concepts and Thinkers
Glossary; Analyzing channel options; Market maps; Assessing
sources of power; An offensive approach.
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9
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Resources
Overseas distribution; A final e-thought; Key books; Articles;
Useful Websites.
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10
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Ten
Steps to Making Channel Management Work
Making the selection; Deciding the channel mix; Ensuring a
customer focus; Managing the channels; Influencing those involved
along the channels; Treat channels like markets; Tailor products
and services to channels; Match marketing activity to individual
channels; Monitor channel performance; Innovate and seek new
solutions.
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