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The Channel Advantage Hardcover – June 1, 1999

ISBN-13: 978-0750640985 ISBN-10: 0750640987 Edition: 1st

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Editorial Reviews

Review

"The Channel Advantage is filled with insights and useful examples. It provides a clear roadmap for businesses seeking to catch up with important changes in consumer behavior by integrating the Internet into an effective blend of channels."

Steve Case
Chairman, America Online

"The Channel Advantage is a compelling and important book. It is a timely one as well. Companies are struggling to improve sales force performance while trying to figure out how to integrate and use new, alternative channels. This is perhaps the first book that offers a coherent overall framework for going to market. Its ideas will shape how companies use sales channels for years to come."

Neil Rackham
Author of SPIN Selling

"The new market place, driven by digital commerce and changes in customer behavior, allows anybody to buy anything, anywhere at any time, so businesses must reach out to their customers everywhere at all times. The Channel Advantage makes a compelling case that by recognizing this challenge and by taking advantage of the new opportunities it offers, the seemingly impossible of today can be transformed into the successes of tomorrow."

Rick Thoman
President and Chief Operating Officer, Xerox Corporation

"If you're looking to rethink the way you get products to market, this book asks all the right questions. Very thought provoking!"

Thomas E. Bullock
President and Chief Executive Officer, Ocean Spray

"Executives who fail to place a high priority on new channel marketing strategies, especially the Internet, place the future of their enterprises in serious jeopardy. They, in particular, need to read 'The Channel Advantage' in which Larry Friedman and Tim Furey nail the issues soundly in a very easy-to-read, well-informed manner."

Jeff Papows, PhD
President and CEO, Lotus Development Corporation

From the Publisher

How companies sell has become as important as what they sell. THE CHANNEL ADVANTAGE explains how leading companies develop strategies that integrate e-commerce, telemarketing, sales forces, and distributors to achieve superior sales performance and sustainable competitive advantage.Timothy R. Furey is chairman, CEO and co-founder of Oxford Associates, a privately held consulting firm specializing in sales and market strategy, e-commerce channel integration and market research, based in Bethesda, Maryland. Oxford has achieved an annual growth of more than forty percent since its creation in 1991 and was named one of America's 500 fastest growing private companies by Inc. Magazine in 1997. Furey, a pioneer in the use of hybrid sales and marketing strategies for blue chip companies, works extensively with senior management leadership teams to develop and implement go-to-market growth strategies. His clients include IBM, American Express, Marriott, Xerox, Fidelity Investments, Bristol-Myers Squibb, and Johnson & Johnson. Under his leadership, Oxford Associates has developed leading-edge strategies, business processes and systems for deploying and integrating multi-channel sales and marketing systems. They work to align products with the right customers via an appropriate mix of the Internet, telesales, distributors, value-added partners, and traditional sales force channels.Mr. Furey is the co-author of THE CHANNEL ADVANTAGE (Butterworth-Heinemann, August 31, 1999), which is endorsed by the CEOs of America Online, Lotus Development, Ocean Spray, and Xerox. Mr. Furey also serves on the Board of Directors of Alpha Industries (Nasdaq:AHAA), a leading semiconductor manufacturer for wireless telephone applications.Previously, Mr. Furey worked with Boston Consulting Group, Strategic Planning Associates, Kaiser Associates and the Marketing Science Institute. He earned a BA in Economics, cum laude, from Harvard University and an MBA from the Harvard Business School. Lawrence G. Friedman is an internationally recognized channel strategy consultant whose clients have included companies such as Lotus, AT&T, Canon, Compaq Digital Equipment, Microsoft and Bell Atlantic. He also held executive level positions at Andersen Consulting and Huthwaite, Inc., the sales research firm that developed the SPIN Selling Model.In 1996, Friedman, with Neil Rackham and Richard Ruff, co-authored the best-seller, GETTING PARTNERING RIGHT (McGraw-Hill). He is on the review board of the Journal of Selling and Major Account Management, which published his article, Multiple Channel Sales Strategy, in the April, 1999 issue.His firm, The Sales Strategy Institute, works with clients to identify and evaluate new go-to-market opportunities and conducts in-depth channel strategy workshops and seminars. Mr. Friedman is a frequent guest speaker and lecturer on sales and channel strategy throughout the United States, Europe and Asia.Mr. Friedman earned an MA from the University of Chicago.
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Product Details

  • Hardcover: 228 pages
  • Publisher: Routledge; 1 edition (June 1, 1999)
  • Language: English
  • ISBN-10: 0750640987
  • ISBN-13: 978-0750640985
  • Product Dimensions: 6.1 x 0.6 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Best Sellers Rank: #598,018 in Books (See Top 100 in Books)

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Customer Reviews

4.7 out of 5 stars
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See all 19 customer reviews
Mr Friedman is one of the leading strategists in the world today in the area of channel strategy.
Percy Terlick
This book is a great read for the company looking to expand its market penetration through more indirect marketing methods.
J Graham Zahoruiko
This book is easy to read, uses a lot of best practice-examples and can be used very well in daily practice.
E. Crum

Most Helpful Customer Reviews

19 of 19 people found the following review helpful By Percy Terlick on July 26, 2000
Format: Hardcover
I just returned from a conference in Sydney at which Mr Friedman was the keynote speaker. Mr Friedman is one of the leading strategists in the world today in the area of channel strategy. I have recently read this book The Channel Advantage, and it is excellent. Although it is introductory in nature it addresses virtually every issue today's channel manager or executive will encounter. Smaller companies can use this book to develop a clear sense of the Big Picture for growing their businesses. For larger companies the chapters on channel integration and economics will prove most useful.
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14 of 14 people found the following review helpful By J Graham Zahoruiko on February 7, 2000
Format: Hardcover
This book is a great read for the company looking to expand its market penetration through more indirect marketing methods. The content is written in a format which is very organized and properly summerized at the end of each chapter. I found that as I read through the content - several questions arose; but, in turn, finding answers to those questions immediately as I read further. The authors do a wonderful job of presenting the content in a easy to understand format. The book includes several charts and graphs that are useful in designing your own channel program.
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7 of 7 people found the following review helpful By A Customer on November 2, 1999
Format: Hardcover
Cool book! Looks at all sorts of issues for today's channel strategist. The authors really hammer home the theme that your channel strategy must be about your customers and how they want to do business, which is often overlooked. There are just a bare minimum of silly buzzwords, and the authors have written a serious book with lots of detailed (and thankfully relevant) examples, case studies, and concise, actionable ideas.
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6 of 6 people found the following review helpful By Erik Eisel on November 4, 2004
Format: Hardcover Verified Purchase
The Channel Advantage is one of the first books I read on Channel Program Development. I keep it on my desk and refer to it often.

The first time you read this book you'll be introduced to Friedman's and Furey's arguments for viewing the channel as "the" competitive advantage for a sales organization, something more powerful than the brand strategies being cooked up in the marketing departments. For an organization invested heavily in one channel strategy, the authors use a comparison/contrast method to demonstrate the relative merits of different channel strategies: direct sales, VAR sales, telemarketing, and Internet. Without arguing for one strategy over another, the authors will open your eyes to aspects of a strategy you haven't considered. For instance, until reading The Channel Advantage, I've been negative on the Internet strategy, but these guys will show you how to make it work without completely undercutting your sales force.

The second time you read this book, you will refer to p.187 for the chart illustrating Channel Mix and Integration. It visually illustrates a plan for creating the right combination of your channel strategy through alignment of your sales process. It makes the powerful argument that each channel strategy can be used at different times in the sales process, to help move it along and shorten it. The Channel Advantage is a "power tool" that helps you analyze how to invest your limited resources in a "portfolio" of channels and to measure your performance. Read Part One and Part Two one time through, but keep referring to Part Three.

The writing in Channel Advantage is academic, but there's a lot of red meat here. Strongly recommend for the experienced Channel Manager or the Sales Manager who wants to learn more about how channels can add to his/her performance.
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4 of 4 people found the following review helpful By Juan Pablo Consuegra on January 10, 2003
Format: Hardcover
Very interesting book for those of you who really need a comprehensive, thorough, and easy to implement strategy regarding distribution channels. It changed my previous perception about channels as a consequence, and create a new perspective about channels as a source of new business and new alternatives of go to market. In addition, it gives an almost prescriptive list of to-do things in order to create a channel model, and to measure its impact.
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6 of 7 people found the following review helpful By A Customer on July 29, 1999
Format: Hardcover
This is an excellent book, and the first one I have read (or seen) that looks at *all* the issues involved in building a channel strategy from top to bottom. The case studies are interesting and revealing. Friedman and Furey explain why a channel strategy must be based on an understanding of how/where/why customers buy, and specifically how to achieve that alignment with customers. I highly recommend it for sales, marketing and channel executives
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5 of 6 people found the following review helpful By Munipella Kailashnath on August 4, 2001
Format: Hardcover
The Channel Advantage addresses the issue of "how to sell" effectively through a portfolio of sales channels.
The book helps practising marketing professionals to evolve an effective go to market strategy. A strategy that effectively uses multiple sales channels- the conventional ones like the direct sales force, Value Added Resellers(VARS)as well as new channels like the internet and call centers.
The book provides an overview of how to work with multiple channels but does not cover any one type of channel in great detail. This tends to be a little unsettling for the practising professional. However this is understandable taking into account the vast nature of the topics being covered.
Overall a good book and gives a good insight into how to reach more customers, sell more products and make more profit.
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