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Marketing Channel Management
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Marketing Channel Management
A Customer-Centric Approach

  • Pingali Venugopal - Chairperson, Center for Global Management and Responsible Leadership, XLRI

Other Titles in:
Marketing

August 2001 | 188 pages | SAGE Response
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.
 
Preface
 
Introduction
 
PART ONE: ENVIRONMENTAL ANALYSIS
 
Indian Channel Environment
 
Retail Profiling and Segmenting
 
Retail Management Practices
 
PART TWO: DEVELOPING THE CHANNEL STRATEGY
 
Integrating the Channel with Salesforce and Advertising
 
Defining the Distribution Objective
 
Developing the Channel Design
 
Internet as an Alternate Channel
 
PART THREE: MANAGING THE CHANNEL
 
Selection and Appointment
 
Appraisal of Channel Members
 
Channel Evaluation
 
Channel Commitment
 
Logistics Management: Customer Service
 
References
 
Index

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Pingali Venugopal

Pingali Venugopal, Associate Director, XLRI, Center for Global Management and Responsible Leadership, and Professor (Marketing), has teaching, industry, consulting, and research experience in the Marketing function in the Indian context for over 33 years. He has done his Post Graduate Programme and Doctorate from the Indian Institute of Management, Ahmedabad. He has been a Marketing Faculty at XLRI, Jamshedpur, since 1994 and the Dean of the Institute from 2004 to 2010. He has also been a Visiting Faculty to leading institutes in India including the Indian Institutes of Management in Ahmedabad, Kolkata, Lucknow, and Indore and... More About Author

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ISBN: 9780761995517
₹595.00