Marketing Channel Development and Management

(Hardback)

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Description

Managing the entire environment in which products are conceived, manufactured, transported, stored, marketed, sold, and consumed is the marketing channel orientation to marketing management. Marketing managers will not perform product development and manufacturing functions, but they must be a part of the planning that controls these functions in order to reflect the needs of the marketing channel. How to accomplish this important management task is structured step-by-step in this book devoted to the development and management of the marketing channel. The book starts with a pragmatic approach to the development of a marketing channel structure, the selection and motivation of channel participants and the adoption of management programmes and methods to insure the marketing company can reach its objectives with the greatest efficiency. Section One presents the physical distribution and channel structure section. The second section is dedicated to the presentation of creative management methods, skills and systems of analysis. These methods are presented as a way to plan and implement a successful marketing channel management. The primary, full channel, management focus is directed to product and market management. It includes marketing programmme development, advertising, promotion, marketing planning, pricing strategies and product positioning. People management and methods of motivation embraces all marketing channel members from manufacturers, wholesalers, agents, and retailers to users or consumers. Special attention is given to key topics such as the management tasks involving the collection and analysis of marketing and sales statistics, forecasting and profit planning methods. product pricing methods and positioning are also emphasised. Effective alternatives for management action to competitive promotions are directed to all levels of the marketing channel. The special needs of product and market managers, who have accepted broad responsibilities without the authority of position power to accomplish them, are accommodated within the "Manager's Authority Profile". This is a method designed to provide these managers with the power to perform wsithout the risk of conflict. The book concludes with a section on the rest of the marketing channel participants we identify as competitors. The competitive analysis system presented incorporates an outline for the development of a unique competitive profile. It also offers a new competitive market share analysis process. This book is intended to be a marketing management reference for the development of physical distribution with the creation and management of marketing programmes for the entire marketing channel.

Reviews

"I think I know good and needed information when I see it. At last, here is a book for agri-business marketing executives that is practical, usable, applicable, and accurate."-Roland M. Hendrickson Former President Pfizer Agricultural Division
"McCalley's unique approach to the development and management of a "unified marketing channel" will prove to be invaluable for market and product managers. The book is full of "how to" ideas in easy to understand terms that will help build the marketing skills of readers. Everyone involved in marketing management should have this book close at hand as a reference."-Michael W. Woolverton Continental Grain Professor of Agribusiness Thunderbird American Graduate School of International Management
An important addition to libraries serving professionals and graduate-level students.-Choice
"An important addition to libraries serving professionals and graduate-level students."-Choice

Author Bio

RUSSELL W. McCALLEY is an adjunct professor at Arizona State University teaching marketing subjects. He is also founder of R.W. McCalley and Associates, Inc., a management consulting firm. McCalley is a public speaker, a presenter of training seminars, and writer of business articles for trade magazines. He has held positions as Vice President of Marketing for the Carnation Company Milling Division, President and CEO of Farnam Companies, Director of Marketing for the Chemical Division of Merck and Company, and Marketing Director, O.M. Scott & Sons, Inc. Retail Division.