In this timely book, Pingali Venugopal provides a balanced presentation of the conceptual and implementation aspects of channel management. Professor Venugopal integrates channel management decisions with advertising and sales functions to develop non-conflicting and non-overlapping routes to satisfy the requirements of consumers. Replete with real-life examples and case studies, it provides carefully developed frameworks for the Indian market. Planning exercises are included at the end of each chapter, which practitioners can apply to their specific situations. INDICE: PrefaceIntroductionPART ONE: ENVIRONMENTAL ANALYSISIndian Channel EnvironmentRetail Profiling and SegmentingRetail Management PracticesPART TWO: DEVELOPING THE CHANNEL STRATEGYIntegrating the Channel with Salesforce and AdvertisingDefining the Distribution ObjectiveDeveloping the Channel DesignInternet as an Alternate ChannelPART THREE: MANAGING THE CHANNELSelection and AppointmentAppraisal of Channel MembersChannel EvaluationChannel CommitmentLogistics Management: Customer ServiceReferencesIndex
- ISBN: 978-0-7619-9551-7
- Editorial: SAGE Publications Pvt. Ltd
- Encuadernacion: Rústica
- Páginas: 188
- Fecha Publicación:
- Nº Volúmenes: 1
- Idioma:
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