Go-To-Market Strategy

Andris A. Zoltners, Prabhakant Sinha and Sally E. Lorimer

Chapter Chapter 4 in Sales Force Design For Strategic Advantage, 2004, pp 99-123 from Palgrave Macmillan

Abstract: Abstract Chapter 3 presented a framework for determining a firm’s sales strategy, including the right product and service offering and sales process for each type of customer. Next, the firm must decide which sales and marketing channels are best suited to deliver this sales strategy. This is the firm’s go-to-market strategy, as illustrated in Figure 4.1.

Keywords: Retail Outlet; Channel Option; Sales Force; Selling Channel; Direct Mail (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51492-8_4

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DOI: 10.1057/9780230514928_4

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