"Along with distribution channels, product lines, pricing, and channel incentives also trend toward more complexity. Wishing it could be simpler does not make it so. Instead, we believe that managers must accept the challenge of managing the increasing channel complexity with clear objectives, good frameworks, and the right metrics. Our goal with this book is to help managers, MBA students who will soon step into those roles, and the professors who train them, meet that challenge."
Authors, Kusum L. Ailawadi and Paul W. Farris