Marketing Channel Management

A Customer-Centric Approach
1. Auflage 2001
ISBN: 978-0-7619-9550-0
Verlag: SAGE Publications

Buch, 188 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 361 g

In this timely book, Pingali Venugopal provides a balanced presentation of the conceptual and implementation aspects of channel management. Professor Venugopal integrates channel management decisions with advertising and sales functions to develop non-conflicting and non-overlapping routes to satisfy the requirements of consumers. Replete with real-life examples and case studies, it provides carefully developed frameworks for the Indian market. Planning exercises are included at the end of each chapter, which practitioners can apply to their specific situations.

Autoren/Hrsg.

Venugopal, Pingali

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Preface
Introduction
PART ONE: ENVIRONMENTAL ANALYSIS
Indian Channel Environment
Retail Profiling and Segmenting
Retail Management Practices
PART TWO: DEVELOPING THE CHANNEL STRATEGY
Integrating the Channel with Salesforce and Advertising
Defining the Distribution Objective
Developing the Channel Design
Internet as an Alternate Channel
PART THREE: MANAGING THE CHANNEL
Selection and Appointment
Appraisal of Channel Members
Channel Evaluation
Channel Commitment
Logistics Management: Customer Service
References
Index

Über Autor(innen)

Venugopal, Pingali
Pingali Venugopal, Associate Director, XLRI, Center for Global Management and Responsible Leadership, and Professor (Marketing), has teaching, industry, consulting, and research experience in the Marketing function in the Indian context for over 33 years. He has done his Post Graduate Programme and Doctorate from the Indian Institute of Management, Ahmedabad. He has been a Marketing Faculty at XLRI, Jamshedpur, since 1994 and the Dean of the Institute from 2004 to 2010. He has also been a Visiting Faculty to leading institutes in India including the Indian Institutes of Management in Ahmedabad, Kolkata, Lucknow, and Indore and international institutes including American University of Armenia and Educatis University Switzerland. He has taught courses such as Marketing Management, Sales and Distribution Management, Agricultural Input Management, and Marketing Research at these institutes. Prior to joining academics, he has worked in Marketing Department of Coromandel Fertilisers and Nagarjuna Fertilisers and Chemicals Ltd for a period of 10 years. While at Coromandel, he was also involved in the launch of their cement brand.

Venugopal’s research and publication cover different marketing topics, and he has authored seven books covering the areas of marketing and Indian economy. His books Sales and Distribution Management: An Indian Perspective and Marketing Management: A Decision Making Approach have been adopted as texts in several business schools including the Indian Institutes of Management. On the invitation of Government of India, he prepared the report on Input Management, State of Indian Farmer—A Millennium study wherein he evaluated the impact of the policy measures on the Indian farmers from Independence to 2000. After the formation of Jharkhand, he was part of the steering committee of the Jharkhand Development Report prepared for the Planning Commission. As part of the report he also prepared the agricultural plan for the newly formed state. He is on the Board of Tata Metaliks, Advisor to Kerzon Consultants, and on the Academic Committee of National Institute like National Institute of Agricultural Extension Management, Hyderabad and National Institute of Technology, Jamshedpur. He has also been involved as an expert for programs conducted by some agri-business companies such as Zuari, UPL, and PI industries.