The Channel Advantage

by Tim Furey and Lawrence G. Friedman

'The Channel Advantage' deals with one topic, and deals with it comprehensively and rigorously: how to construct a sales channel system that will yield world-class sales performance and durable... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0750640987
• ISBN13: 9780750640985
• Release Date: May 1999
• Publisher: Routledge
• Length: 244 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.8" x 6.1" x 9.2"

Customer Reviews

A "Power Tool" for Channel Managers

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.

Great book by well-known author

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.

Great "Step by Step" analysis of channel penetration

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.

Very solid

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.

An outstanding book, unique in its field

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