How to Innovate in Marketing (Collection), 2/e

36. Distribution and Channel Sales Strategy

Distribution is the process of getting a product or service to the buyer or end user through a channel. Selecting the right sales channels is one of the most important strategies you will execute because channels give you access to buyers. Channels in consumer, B2B, and manufacturing businesses each have unique distribution characteristics. This chapter will examine the primary issues and considerations of different types of channels and hopefully spark new ideas for channels you have not yet considered.

Choose the Right Channels

Examples of distribution channels include direct sales, agents, brokers, dealers, value added resellers, licensing, franchising, wholesalers, retailers, distributors, catalog/direct ...