Brand management was the byword in consumer goods marketing with companies measuring effective distribution by the number of resellers in their networks. They seemingly gave little thought to reseller efficiency, satisfaction, or motivation. The emergence of computers (in particular PCs), mobile phones, and tablets led to massive commercial change. Manufacturing became increasingly efficient and the cost of almost all manufactured goods declined significantly as globalization had a massive effect on the cost of goods and services. At the same time, the cost of distributing these goods and services increased within many countries due to the cultural, statutory, and legal changes that redefined the supplier–reseller relationship. Concepts not clearly delineated but related to aspects of marketing channels variously identified as channels of distribution, sales channels, supply channels, and marketing channels became increasingly important (as explained in an earlier Marketing Channel Insights article) encouraging sharper definitions of marketing channels.1 For example, Bert Rosenbloom, the author of Marketing Channels: A Management View and the Founding Editor of the Journal of Marketing Channels, clearly saw marketing channels as “the external contractual organization that management operates to achieve its distribution objectives” (Rosenbloom, 2013, p. 10). As marketing channels and marketing channel strategy evolved, a number of marketing channel strategy

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营销渠道经理的有用工具箱

品牌管理是消费品营销的代名词，公司通过其网络中的经销商数量来衡量有效分销。他们似乎很少考虑经销商的效率、满意度或动机。电脑（尤其是个人电脑）、手机和平板电脑的出现导致了巨大的商业变革。随着全球化对商品和服务的成本产生巨大影响，制造业变得越来越高效，几乎所有制成品的成本都显着下降。同时，由于重新定义了供应商与经销商关系的文化、法规和法律变化，在许多国家/地区分销这些商品和服务的成本增加了。未明确界定但与营销渠道各个方面相关的概念，如分销渠道、销售渠道、供应渠道和营销渠道，变得越来越重要（如之前的营销渠道洞察文章所述），鼓励对营销渠道进行更清晰的定义。 1 对于例如，《营销渠道：管理观点》的作者和营销渠道杂志的创始编辑伯特·罗森布鲁姆 (Bert Rosenbloom) 清楚地将营销渠道视为“管理层为实现其分销目标而运作的外部合同组织”(Rosenbloom, 2013, p . 10）。随着营销渠道和营销渠道战略的演变，许多营销渠道战略 营销渠道变得越来越重要（如之前的营销渠道洞察文章中所述），鼓励对营销渠道进行更清晰的定义。1 例如，Bert Rosenbloom，营销渠道：管理观点的作者和营销渠道杂志的创始编辑，清楚地将营销渠道视为“管理层为实现其分销目标而运作的外部合同组织”（Rosenbloom，2013 年，第 10 页）。随着营销渠道和营销渠道战略的演变，许多营销渠道战略 营销渠道变得越来越重要（如之前的营销渠道洞察文章中所述），鼓励对营销渠道进行更清晰的定义。1 例如，Bert Rosenbloom，营销渠道：管理观点的作者和营销渠道杂志的创始编辑，清楚地将营销渠道视为“管理层为实现其分销目标而运作的外部合同组织”（Rosenbloom，2013 年，第 10 页）。随着营销渠道和营销渠道战略的演变，许多营销渠道战略 清楚地将营销渠道视为“管理层为实现其分销目标而运作的外部合同组织”（Rosenbloom，2013 年，第 10 页）。随着营销渠道和营销渠道战略的演变，许多营销渠道战略 清楚地将营销渠道视为“管理层为实现其分销目标而运作的外部合同组织”（Rosenbloom，2013 年，第 10 页）。随着营销渠道和营销渠道战略的演变，许多营销渠道战略