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Description:
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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.
Table of Contents
Preface
Introduction
I. ENVIRONMENTAL ANALYSIS: Indian Channel Environment
Retail Profiling and Segmenting
Retail Management Practices
II. DEVELOPING THE CHANNEL STRATEGY: Integrating the Channel with the Salesforce and Advertising
Defining the Distribution Objective
Developing the Channel Design
Internet as an Alternate Channel
III. MANAGING THE CHANNEL: Selection and Appointment
Appraisal of Channel Members
Channel Evaluation
Channel Commitment
Logistics Management: Customer Service
References
Index
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