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Planning for better channel management |
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| Authors: | Kenneth G. Hardy Allan J. Magrath |
| Affiliation: | Kenneth G. Hardy is Professor of Business Administration and Chairman of the HBA Programme at the University of Western Ontario, Canada. Allan J. Magrath is Director of Marketing Services for a Fortune 500 multinational company, USA |
| Abstract: | Manufacturers must modify with their channels of distribution to keep their products available in broadening and maturing markets. The authors of this article provide four broad guidelines to develop more effective relationships with channel partners. |
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