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| Author: | Stern, L. Sturdivant, F. Getz, G. |
| Title: | Accomplishing marketing channel change: paths and pitfalls |
| Journal: | European Management Journal
1993 : MAR, VOL. 11:1, p. 1-8 |
| Index terms: | MARKETING CHANNELS CHANGE MANAGEMENT |
| Language: | eng |
| Abstract: | The design and management of distribution channels is a "hot topic" as competition for customers increases in recessionary times. Few companies have managed this process successfully, mainly because it involves radical re-thinking in a corporate field which is traditionally hostile to change. The authors propose a new, eight-step process for companies wishing to achieve the best type of distribution system for their products and services. This process is "customer-focused", with the emphasis on the market rather than the company. |
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