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Most Recent: How Manufacturers Are Winning the "Who Owns The Customer" Argument
You're invited to download our latest white paper which discusses ways in which savvy manufacturers are selling online in a way that completely avoids channel conflict and shifts the balance of power in their favor.
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Excerpt:
"Since the beginning of American industry, manufacturers and retailers have been waging an argument over the customer. Retailers set up a showroom, hire salespeople, run promotions and educate and sell to customers. In their minds, they “own the customer”. Manufacturers design and create products, develop pricing and promotions, research consumer trends, and market products to customers. In their minds, they “own the customer” (but in point of fact, they haven’t historically). This white paper explores ways in which savvy manufacturers are using the Web to shift the balance of power in their favor, and create a win-win scenario with their best retail partners." |
