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Preface | |
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An Executive Overview of Channel Structure | |
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Understanding Distribution | |
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Strategic Fit | |
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Management Issues | |
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Stages of Channel Redesign | |
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Key Points | |
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Forces Shaping Channel Strategy | |
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Channel Strategy as Part of Overall Business Strategy | |
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External Forces Impacting Channel Strategy | |
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Internal Forces Shaping Channel Strategy | |
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Key Points | |
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Supply Chain Management | |
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Fulfilling the Demands of Supply Chain Trading Partners | |
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Supply Chain Core Processes | |
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Key Points | |
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Legal Issues and the Reseller Contract | |
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Terminology | |
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The Legal Side of Marketing Policies | |
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Written Contracts | |
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Key Points | |
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Strategic Decisions | |
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Clarifying Requirements: A Roadmap for Business Executives | |
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Define Channel and Coverage Requirements | |
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Develop Channel Design | |
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Select Suitable Channel Partners | |
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Establish Mutual Performance Expectations | |
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Improve Channel Effectiveness | |
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Monitor Performance and Adjust Plans | |
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Key Points | |
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Channel Design | |
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Revisiting Channel Goals | |
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Renovating Existing Channels | |
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Managing Multiple Channels | |
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Building Hybrid Channels | |
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Key Points | |
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International Channel Design | |
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Targeting World Markets | |
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Evaluating Different International Channel Structures | |
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Selecting the Right Channel Partners | |
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Managing the Channel | |
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Key Points | |
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Selecting Suitable Channel Partners | |
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Search Methodology | |
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Assessing Your Channel Candidate | |
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Recruit and Sign the Best Candidates | |
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Key Points | |
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Managing the Ongoing Relationship | |
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Understanding the Distributor's World: Implications for Suppliers | |
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Distributor Definitions | |
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Manufacturer's Influence | |
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Forces of Change | |
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Manufacturing and Distributor Differences | |
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Changes in Distributor Operations | |
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Changes in Manufacturer and Distributor Relationships | |
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Strategic Implications for Manufacturers | |
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Key Points | |
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Establishing Mutual Performance Expectations | |
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Traditional Role Expectations | |
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Manufacturer Plans | |
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Distributor Plans | |
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Distributor Profiles | |
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How Distributors Evaluate Manufacturers | |
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Penetration Index | |
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Key Points | |
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Improving Channel Effectiveness | |
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Six Components to Improve Channel Effectiveness | |
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Selling to Your Distributors | |
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Selecting a Product Champion or Product-Line Specialist | |
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Coaching Your Product-Line Specialist | |
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Distributor Sales Training | |
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Using Promotions and Advertising | |
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Acting as a Business Consultant | |
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Key Points | |
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Monitoring Performance and Adjusting Plans | |
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Performance Monitoring | |
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Adjustments | |
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Key Points | |
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Index | |