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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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38. Analyzing and Selecting Channels

In this chapter, you will map the current and potential channels that can be used to reach your ultimate end user customer. Consider who buys your solutions, as well as the ultimate end user of the solution. How many new channels can you identify?

Every company has unique needs and challenges with respect to selecting the best channels. Channel decisions can be complex, and developing the best strategy to access new markets and buyers is one of the most important marketing decisions you will make. In Table 38.1, consider your buyers and end users. Define the current channels where you sell your solutions; then indicate other possible channels to reach your target segments and target customer. Evaluate the ...

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