Peter Drucker once referred to the distribution infrastructure of business as "the economy's dark continent." Going to Market maps this territory for managers and scholars. The study approaches channel management as a marketing system and a key dimension of corporate strategy. Based on extensive field research on more than 50 companies, including IBM, GE, Control Data Corporation, and U.S. Steel, it considers channel issues related to sales organization, pricing, salesforce/reseller relationships, inter- and intrachannel rivalry, and gray markets. The book also discusses the historical and legal contexts for channel policies in the United States. Going to Market offers managers valuable guidance in this increasingly important aspect of competitive strategy.
- ISBN10 087584202X
- ISBN13 9780875842028
- Publish Date 1 June 1989
- Publish Status Out of Print
- Out of Print 5 April 2008
- Publish Country US
- Imprint Harvard Business Review Press
- Format Hardcover
- Pages 500
- Language English