Marketing Channel Management: A Customer-Centric Approach

With the perpetually changing buying behaviour, globalisation and enhanced competition, the market have become very dynamic and demanding. To achieve success, companies need to adopt a customer-centric approach to channel management, where the need to satisfy both the end consumer and members of the distribution channel is the key. In this timely book, Pingali Venugopal provides a balanced presentation of the conceptual and implementation aspect of channel management.