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Channel Strategy

Raman Gupta, managing consultant in Customer Management, outlines principles for developing an effective channel strategy.

Choices about channels can have a profound impact on the performance of an organisation. In the perennial quest for greater returns and increased efficiency, many organisations are taking a fresh look at their channel strategy. A channel strategy represents the set of decisions an organisation makes about how it will access and provide services to customers. Although each organisation has its own unique situation and challenges, a few common principles apply for any organisation when developing a channel strategy....

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