Presents a portfolio model for multi‐sales channel effort deployment. Shows how the approach can help sales management restructure sales channels. Notes that combining an organization′s selling effort into multiple sales channels can be facilitated through an analytical approach that considers variations in customer requirements, buying power and contact costs. Concludes that implementing a successful multiple sales channel strategy offers impressive productivity opportunities.
Cravens, D.W., Ingram, T.N. and LaForge, R.W. (1991), "Evaluating Multiple Sales Channel Strategies", Journal of Business & Industrial Marketing, Vol. 6 No. 3/4, pp. 37-48. https://doi.org/10.1108/EUM0000000002754
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