How can manufacturers design and operate their distribution channels in order to foster enthusiastic dealer support? The authors describe six of the major mistakes manufacturers make and outline strategic options for each problem area.
by Allan J. Magrath, Kenneth G. Hardy
Volume 30, issue 5 | September–October 1987, Pages 29–33
5. Alyssa A. Lappen, “The $29 Million Lesson,” Forbes, February 24, 1986, pp. 64, 68.
Allan J. Magrath is director of marketing services for the Canadian subsidiary of a large Fortune 500 diversified multinational; his “When Marketing Services, 4 Ps Are Not Enough” appeared in Business Horizons in May–June 1986. Kenneth G. Hardy is an associate professor of business administration at the University of Western Ontario, London, Canada. Hardy and Magrath are coauthors of Marketing Channel Management: Strategic Planning and Tactics (Glenview, Ill.: Scott Foresman, 1987).
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