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Partnering with distributors to stimulate sales: a case study

John A. Weber (Associate Professor of Marketing, College of Business Administration, University of Notre Dame, Indianapolis, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 April 2000

Abstract

Business to business marketers tend to view distribution as the weakest link in the marketing chain. Furthermore, strategies to improve distribution tend to be under‐emphasized in the typical business marketing plan. These factors underline the need for more creative thinking about alternative ways to improve distributor performance. Building closer relationships with distributors can be one effective vehicle for accomplishing this and at the same time enhancing a company’s overall competitiveness. Using a case study, this paper reviews how one highly successful paper company has partnered with its distributors (paper merchants) in order to enhance sales performance.

Keywords

Citation

Weber, J.A. (2000), "Partnering with distributors to stimulate sales: a case study", Journal of Business & Industrial Marketing, Vol. 15 No. 2/3, pp. 154-162. https://doi.org/10.1108/08858620010316859

Publisher

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MCB UP Ltd

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