Channel conflict

Author: Zhu Yutong
Publisher:
Publish Date: 2004-04-01
Features: Channel Conflict is actually a very difficult topic to write about. Simply put, we couldn’t find any textbook guidance or expert studies on this subject. To ensure that marketing managers don’t find the content dry or challenging to read, we took bold creative liberties in our writing style, breaking away from the conventional format of such books. We created two characters: Ding Consultant and Wen Manager, and the entire book unfolds through their dialogues in a scenario-based manner. This approach not only provides a vivid introduction to the various phenomena, causes, and solutions of channel conflict but also systematically presents the concepts and tools of channel management, making it highly practical. The writing is lively, engaging, and full of charm, with a well-designed layout that enhances the reading experience! We only found a few scattered articles on channel conflict in the Sales & Marketing magazine and website. However, in real-world marketing practice, channel conflict is a daily challenge that marketing managers must face. This book was entirely written based on our real-world materials, practical experience, and accumulated insights. We truly embarked on this journey with the spirit of an ant gnawing at an elephant. The project didn’t start smoothly—our partner disappeared without a trace for an unknown reason, taking away a significant amount of our data. At the time, Xu Jiuzhou, the adoptive company’s project leader, was deeply affected. But we didn’t give up. We gradually collected, wrote, revised, and compiled the content, pausing multiple times along the way, but ultimately persevered and completed the entire book. Only we know the ups and downs of this process.
To ensure that marketing managers don’t find the content dry or challenging to read, we took bold creative liberties in our writing style, breaking away from the conventional format of such books. Of course, this approach also added a great deal of work to us. First, we created two characters: Ding Consultant and Wen Manager. Then, the entire book unfolds through their dialogues in a scenario-based manner. Their conversations are interspersed with 21 new channel conflict cases selected from major Chinese financial and economic media reports, 20 slides, 35 thematic lecture notes, 8 knowledge notes and outlines, and numerous charts and tables. This not only provides a vivid introduction to the various phenomena, causes, and solutions of channel conflict but also systematically presents the concepts and tools of channel management, making it highly practical. The writing is lively, engaging, and full of charm, with a well-designed layout that enhances the reading experience!