Cover: From Channel Diversity to Channel Strategy

From Channel Diversity to Channel Strategy

Published 1999

by Brent R. Keltner

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The strategic design of sales and service channels has become a key determinant of competitive performance in an increasing number of industries. Based on data collected in thirty companies in a range of product and service industries, this paper presents a simple, three step method to help managers use their sales and service channels strategically. Step one of the method is to review existing channel options to select a set of channels with the functionality needed to fully meet target customers' requirements. Step two is to integrate the selected channels into a channel band strategy that brings a company's business strategy effectively forward into the marketplace. Step three is to develop techniques for proactively managing customers within and across channel bands.

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