haku: @author Sturdivant, F. D. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Stern, L. W. Sturdivant, F. D. |
| Otsikko: | Customer-driven distribution systems. |
| Lehti: | Harvard Business Review
1987 : JUL-AUG, VOL. 65:4, p. 34-37, 40-41 |
| Asiasana: | DISTRIBUTION CHANNELS MARKET RESEARCH CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | When it comes to the distribution, too many marketing executives are stuck in a groove. They will live with outmoded channels and often do not know what their customers really want. Two veteran marketing specialists suggest eight steps to designing a distribution system that responds to customers. The steps - how to find out what the customers want; how to decide on appropriate outlets; how to find out about the cost; how to bound the "ideal"; how to decide the options; how to review the pet assumption; how to confront the gap; and finally how to prepare the implementation - are described in details. |
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