The Channel Advantage

ISBN-13: 9780750640985 / Angielski / Twarda / 1999 / 228 str.

Lawrence Friedman; Timothy R. Furey; Timothy R. Furey

Opis

'The Channel Advantage' deals with one topic, and deals with it compre hensively and rigorously: how to construct a sales channel system that will yield world-class sales performance and durable competitive adva ntage. This book helps readers move decisively away from the notion of channel strategy as a sideline to the core business. Building a chann el advantage is the core business today, and this is an essential text and reference for all serious marketing and sales professionals and s tudents.

Recenzje

"The Channel Advantage is filled with insights and useful examples. It provides a clear roadmap for businesses seeking to catch up with important changes in consumer behavior by integrating the Internet into an effective blend of channels."

Steve Case
Chairman, America Online

"The Channel Advantage is a compelling and important book. It is a timely one as well. Companies are struggling to improve sales force performance while trying to figure out how to integrate and use new, alternative channels. This is perhaps the first book that offers a coherent overall framework for going to market. Its ideas will shape how companies use sales channels for years to come."

Neil Rackham
Author of SPIN Selling

"The new market place, driven by digital commerce and changes in customer behavior, allows anybody to buy anything, anywhere at any time, so businesses must reach out to their customers everywhere at all times. The Channel Advantage makes a compelling case that by recognizing this challenge and by taking advantage of the new opportunities it offers, the seemingly impossible of today can be transformed into the successes of tomorrow."

Rick Thoman
President and Chief Operating Officer, Xerox Corporation

"If you're looking to rethink the way you get products to market, this book asks all the right questions. Very thought provoking!"

Thomas E. Bullock
President and Chief Executive Officer, Ocean Spray

"Executives who fail to place a high priority on new channel marketing strategies, especially the Internet, place the future of their enterprises in serious jeopardy. They, in particular, need to read 'The Channel Advantage' in which Larry Friedman and Tim Furey nail the issues soundly in a very easy-to-read, well-informed manner."

Jeff Papows, PhD
President and CEO, Lotus Development Corporation

Spis treści

Introduction: the competitive advantage of sales channels; Choosing the right sales channels... - The starting point: product-market focus; Aligning channels with how customers buy; The impact of products on channel selection; The bottom line: the economics of channel selection; ...And building them - The 'leveraged' sales force; Business partner (indirect) channels; Telechannels; The Internet; Managing channels for high performance - The art of channel mix and integration; Investing in (and across) a portfolio of channels; Measuring and managing channel performance

O autorze

Lawrence G. Friedman is an internationally recognized channel strategy consultant whose clients have included companies such as Lotus, AT&T, Canon, Compaq Digital Equipment, Microsoft and Bell Atlantic.