Summer 1997
Volume 38, Issue # 4

Access the full Table of Contents below.
Issues archive

Strategic Channel Design

  • Research Feature
  • Read Time: 29 min 

Three forces are changing the customary rules of distribution channel management: proliferating customer needs, shifts in the balance of power in channels and changing strategic priorities. The authors propose a strategic approach to planning for future channel configurations, control of the channel and resource commitment.


Do Customer Loyalty Programs Really Work?

  • Research Feature
  • Read Time: 31 min 

The contention that loyal customers are always more profitable is a gross simplification, according to the authors. They posit that such schemes do not fundamentally alter market structure and, instead, increase market expenditures without really creating any extra brand loyalty. Dowling and Uncles suggest ways to design an effective program.