TY  - JOUR
AB  - 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.
VL  - 6
IS  - 3/4
SN  - 0885-8624
DO  - 10.1108/EUM0000000002754
UR  - https://doi.org/10.1108/EUM0000000002754
AU  - Cravens David W
AU  - Ingram Thomas N
AU  - LaForge Raymond W
PY  - 1991
Y1  - 1991/01/01
TI  - Evaluating Multiple Sales Channel Strategies
T2  - Journal of Business & Industrial Marketing
PB  - MCB UP Ltd
SP  - 37
EP  - 48
Y2  - 2024/04/18
ER  -