Journal article
Motivating Independent Distribution Channel Members
Industrial marketing management, v 7(4), pp 275-281
01 Aug 1978
Abstract
A manufacturer who does not sell his product directly must rely on independent channel members to distribute the product. In order to encourage the channel members to handle the product enthusiastically, the manufacturer must make a special effort to motivate the channel members. To be successful, the motivational program must: 1. discover the needs and the problems of the channel members, 2. offer support which is consistent with the needs, and 3. provide the leadership to institute the program. The needs of the channel members can be discerned through research studies and distributor advisory councils. Support can be rendered through the clear delineation of each party's responsibilities in the distribution process. Effective leadership must be used to encourage channel members to participate in the program.
Metrics
Details
- Title
- Motivating Independent Distribution Channel Members
- Creators
- Bert Rosenbloom
- Publication Details
- Industrial marketing management, v 7(4), pp 275-281
- Publisher
- Elsevier Sequoia S.A
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Web of Science ID
- WOS:A1978FM45900009
- Scopus ID
- 2-s2.0-0010865676
- Other Identifier
- 991021861632104721