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Enhancing Firm’s Channel Performance with Trust-Based Strategies

Explore channel problems, analyze Coughlan's Chs. 8 and 9, leverage dealer partnerships, and study marketing channels in practice with Burton Snowboard case. Delve into Rangan's Book Chs. 9 and 10, analyze Callaway Golf case, discuss trust, H-P, and channel incentives.

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Enhancing Firm’s Channel Performance with Trust-Based Strategies

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  1. MKT551 Session 9 • Brief Review & Class Evaluation • II. Work on Your Firm’s Channel Problems • III. Coughlan Chs. 8 and 9 • IV. Reading: Make Dealers Your Partners • VI. Marketing Channels in Practice: • Burton Snowboard

  2. MKT551 Session 10 • Rangan Book Chs 9 and 10 • Case Analysis and Discussion: • Callaway Golf • II. Reading and Discussion: The Power of Trust • III. Marketing Channels in Practice: H-P • IV. Knowledge in Creation: Channel Incentives

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