罗兰贝格 咨询资料 Approach_Innovative_channel_management_(NEW)报告资料.pdfVIP

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罗兰贝格 咨询资料 Approach_Innovative_channel_management_(NEW)报告资料.pdf

InnovativeChannelManagement

Briefprofile

MarketingSalesCompetence

Center

Munich,September2002

MUC-81010-326-04-08-E.ppt1

Tentrendsillustratethechallengesofchannelmanagement

Saleschannelsbecomeagrowthbottleneck–newcustomersegmentsareoftenreachedexclusivelyby

1

expandingthechannelmix,whiletraditionalchannelsbecomelessimportant

Channelfunctionsareduplicated–differentchannelsarerequiredforacquisition,customerretention,or

2

customercare;taken

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