Marketing Channel Development and Management

Marketing Channel Development and Management

Marketing Channel Development and Management

Marketing Channel Development and Management

Synopsis

This book asks marketing managers at all levels to think of the whole marketing channel as the arena for exercising their management skills. These essential skills are identified and organized into methods and processes for marketing management to employ both internally and externally to the far ends of the marketing channel. The entire scope of marketing management tasks are presented in a practical, understandable, and usable progression of activities. Management actions start with the development of a structure for physical distribution and proceed to the creation of marketing programs, thoroughly embracing the elements of the marketing mix which McCalley identifies as products, prices, marketing programs and people. The concept of a marriage between products and the markets into which they are to be marketed makes this author's approach to marketing unique in its applicability to practical marketing management.

Excerpt

This book was written to provide a practical and complete guide to the difficult task of successfully marketing products. The viewpoint is that of the product manufacturer or marketer. In general, the examples relate to what are called industrial products rather than mass consumer products. Even so, these principles of full channel marketing may apply to any company providing a product or service for commercial use or consumption.

Writing this book was prompted by two specific and separate needs. It started with the need for a marketing handbook for product managers, and it then grew into a marketing reference and guide for everyone involved in the marketing process. During the five years of writing, and with the revision required to produce the first draft of the book, special attention was directed to the on-the-job validation of each method, process, skill, and concept presented. The final product is the result of experiences in the use of these principles by myself as well as many marketing and sales managers in dozens of companies, large and small, across the nation.

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