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Evaluating Multiple Sales Channel Strategies

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 March 1991

Abstract

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited