The Channel Advantage

• The first rigorous and definitive guide looking at the whole field of channel strategy
• Shows you how to evaluate new channels
• Uses real life case studies illustrating cutting edge channel management

The Strategy of Going to Market is the first rigorous and definitive guide to look at the whole field of channel strategy and management with the aim of giving managers a clear and credible road map to move forward in this increasingly complex area.

It is an action plan for professionals and students written by experts who have created, implemented and evaluated successful channel strategies for companies in a range of international markets.

The book provides practical and authoritative advice on selecting, designing, optimising and integrating channels. It looks in detail at how to achieve increased market share, revenues and profits and sets all of this in the context of overall sales and marketing strategy.

The book uses real life examples to illustrate cutting edge channel management and its breadth and depth allows it to offer the busy executive a unique and complete 'go to market' strategy.

It is an essential text and reference for all serious marketing and sales professionals and students.

Industry Standard

As the book explains, "It isn't enough to just add a Web site, hire distributors or build a call center." Companies like Dell and Charles Schwab find the right mix of sales channels.

Larry Friedman is CEO of The Sales Strategy Institute, an international go-to-market strategy and planning firm based outside Washington, DC.He is lead author of the best-seller The Channel Advantage (Butterworth-Heinemann, 1999) and co-author of the influential book, Getting Partnering Right (McGraw-Hill, 1996). Widely credited with establishing go-to-market strategy as a core focus of the corporate boardroom, Larry is recognized as a pioneer in the field of multi-channel integration and one of the world's leading experts on business partner channels. Over the past fifteen years, he has consulted to executives at a third of the Fortune 100, and has assisted in the negotiation of over 200 strategic alliances and partnerships on site in 21 countries. He is a sought-after guest speaker and lecturer throughout the US, Europe and Asia. Larry and his wife Kim reside in Reston, Virginia.Please visit www.ssiadvantage.com.