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| Author: | Cespedes, F. V. |
| Title: | Channel management is general management. |
| Journal: | California Management Review
1988 : FALL, VOL. 31:1, p. 98-120 |
| Index terms: | CORPORATE STRATEGY MARKETING CHANNELS PRODUCT POLICY |
| Language: | eng |
| Abstract: | Distribution strategy has become an increasingly important aspect of marketing. Nowadays the brand, or individual product line, is assumed to be the appropriate focus for the development and implementation of channel strategies. However this ignores the mutual impact between channel policies and other aspects of corporate strategy. It is argued that effective channel management requires clarifying the role of a product line within the corporation's product portfolio, and managing the implications of interrelationships among product policy, product lines, and channel strategy. This, in turn, has significant organizational implications: a shift in who makes channel decisions, the type of the information needed and others. |
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