Channel management [electronic resource] : Part 1 / Julian Dent.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Principles of marketing: Publisher: London : Henry Stewart Talks, 2012Description: 1 online resource (1 streaming video file (54 min.) : color, sound)Subject(s): Business planning | Marketing channelsOnline resources: Click here to access online | SeriesAnimated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: The role and importance of channel management -- A framework for channel management -- Channel strategy -- Market space definition -- Role of the channel -- Rules of engagement -- Segmenting the market -- The channel's role in delivering the customer proposition -- Customer value propositions -- Demand generation & fulfilment -- Channel capabilities -- Channel ecosystem mapping.
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Mode of access: World Wide Web.