Channel Partners – Is yours right?

January 9, 2010

by David Gray

Channel partners play a critical role in your marketing mix. Your channel partners should be carefully chosen to complement the capabilities of your organization. For example, if your organization is excellent at product development and product offering, but not so good at promotion, then you will need a channel partner strong in the promotional mix elements of advertising, public relations, sales promotion, and selling.

In another case, your firm may be excellent at all parts of the promotional mix except for the personal selling piece. In this case, you would choose your channel partners as those who can provide … (Read More)

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