Is Channel Management an Oxymoron?
Our cover story this week in Modern Distribution Management on channel management has been a fascinating subject to research. There are some significant role shifts taking place. We gained a lot of input from innovators in manufacturing and distribution, including many more beyond those quoted in article.
It was also a difficult topic to get beyond the generalizations, stereotypes and misperceptions that in fact too often form the basis for relationships and ultimately policies in many companies. For some people, channel management is an oxymoron, because they are using the same pricing and marketing formulas in place 10 or 20 years ago. But we found others who are finding some good ...
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