Author Linda Gorchels gives a seminar on Distribution Channels twice a year through the Executive Education Department at the UW-Madison. She has been experiencing an increased need for more information in this area from both students and beyond. In response to this solid demand for current information, Linda is proposing The Manager’s Guide to Distribution Channels. Many firms today are making strategic changes or tactical changes or both to their distribution channels. Companies like Avon, Dell Wal-Mart, and Honeywell have made major strategic channel decisions in the past few years. Mistakes in distribution decisions cost companies money. For example, Huffy Bikes made a mistake on channel selection a few years ago which cost them USD5 million. The Manager’s Guide to Distribution Channels is intended for distribution managers, channel managers, and sales and marketing executives who desire explicit tools to help them with the job of managing their go to market strategies. Channel management and supply chain management have become increasingly important components of a firm’s competitive edge, resulting in an intensified interest in the topic. The book will provide self-assessment tools and action steps that take the general information from competing books to a higher level of practical detail. Part One will enable channel managers to refine their understanding of the conceptual role of channels and channel structure. Part Two will provide a framework for channel strategy with checklists and reflection points for key issues. Part Three will provide a toolkit of step-by-step instructions for targeted activities to help channel managers with the ongoing management of the distributor relationship. In McGraw-Hill’s quest to fill the information need in professional education and training, this book will be well received in the many program and universities that offer courses and training in distribution channels.
