The
Handbook
of
Channel Marketing
by Edwin Lee
Table of Contents
Section I: Methods and Tools
1. Defining the Objective
-What is a Marketing
System?
-When is it Successful?
-The Six Cornerstones
of successful business partnerships
-Exercises
Fig. 2.1: The complexity of a solution as a function of the
time
it is systematically developed by competent people
2. How to Produce your Objectives: It ain't Rocket Science
-The learning process,
through complexity to success
-The Scientific Method:
our problem solving tool
-How to use it to manage
a Marketing System
-Short cuts
-Exercises
3. How to Motivate and Manage Decisions in a Competitive World
-Maslow's Hierarchy
of Personal Needs
-Whoops! Maslow forgot
FUN
-Management by (Strange)
Personal Attractors
-A Personal Attractor's
pull
-How Money stimulates
our Strange Personal Attractors
-The value of Competitive
Alternatives
-The Principle of Three
to Five
-Three ways to manage
by Strange Personal Attractors
-The bottom line
-Exercises
Fig. 4.1 Primary attitudes of decision-makers
4. Habitual Attitudes That Determine Who Buys What, When
-Overview
-Adventurers, Craftspeople,
Bureaucrats, Victims
-Other attitudes
-Market timing for Adventurers,
Craftspeople, Bureaucrats
-How to use the attitudes
of customers and sales professionals to sell
-Exercises
5. How Business Customers Decide What to Buy
-The buying team
-The buying process
-Shortcuts in the buying
process
-Timing of the buying
process
-What customers want
or need
-Timing of goods and
services
-Exercises
6. The Customer is King? Perish the Thought!
-Relative importance
of Customers and Suppliers
-Critique of "the
Customer is King"
-The desired outcome:
Profitable Customers
-The bottom line
7. How Manufacturers' Stagger to Market
-Selling sequence
-Timing of the selling
process
-Summary
-Exercises
