haku: @author Anderson, J. C. / yhteensä: 28
viite: 8 / 28
| Tekijä: | Narus, J. A. Anderson, J. C. |
| Otsikko: | Strengthen distributor performance through channel positioning. |
| Lehti: | Sloan Management Review
1988 : WINTER, VOL. 29:2, p. 31-40 |
| Asiasana: | DISTRIBUTION CHANNELS MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | In order to gain a competitive presence in the final-customer marketplace, a manufacturer needs an effective distribution network. Manufacturers often attempt to strengthen distributor performance through a complicated collection of short-term incentives, with sometimes disappointing results. A long-term, strategic approach to the problem is suggested. A four-step process is proposed: 1. determination of performance expectations; 2. selection of an advantageous channel position; 3. a channel offering, constructed to secure a partnership advantage; 4. communication of channel position to distributors. An example of channel positioning is described. |
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