Saturday, February 27, 2010

Managing Marketing Channels

“Marketing channel is a set of independent organizations that help make product or service available for use or consumption by the customer or business user.”

Dell currently has over 30,000 partners which they believe add value to Dell’s product and expand Dell’s reach in marketplace. In 2007 Dell built PartnerDirect program to enhance their partner relationship management. This program is now available in 140 countries. Paul Shaffer, director of channel marketing, talks about this program on facebook

This program:
1) Enhance partner profitability
2) Minimize channel problems with help of Dell Direct teams
3) Leverage online capabilities for partners
4) Supports multiple partner business models
5) Provides improved partner service and support

Elizaveta Koval, Section G

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