Titel: The Channel Advantage
Autor/en: Lawrence Friedman
Using Multiple Sales Channels to Reach More Customers, Sell More Products, Make More Profit.
1, black & white illustrations.
Taylor & Francis Ltd
15. Mai 1999 - gebunden - 244 Seiten
Explains how to construct a sales channel system that will yield world-class sales performance and durable competitive advantage. This book helps readers move decisively away from the notion of channel strategy as a sideline to the core business.
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
Larry Friedman is CEO of The Sales Strategy Institute, an international go-to-market strategy and planning firm based outside Washington, DC.He is lead author of the best-seller The Channel Advantage (Butterworth-Heinemann, 1999) and co-author of the influential book, Getting Partnering Right (McGraw-Hill, 1996). Widely credited with establishing go-to-market strategy as a core focus of the corporate boardroom, Larry is recognized as a pioneer in the field of multi-channel integration and one of the world's leading experts on business partner channels. Over the past fifteen years, he has consulted to executives at a third of the Fortune 100, and has assisted in the negotiation of over 200 strategic alliances and partnerships on site in 21 countries. He is a sought-after guest speaker and lecturer throughout the US, Europe and Asia. Larry and his wife Kim reside in Reston, Virginia.Please visit www.ssiadvantage.com.
"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