ABSTRACT
This is the last of the seven chapters on Offensive Execution, the “E” of POISE.
This chapter discusses the fundamental and key principles of Offensive Channel Marketing. Understanding the role of marketing channels-how they serve customers and add value to brands-is important to strategic decision-making with respect to channel selection and management. Who actually “owns” the
consumer is key to channel profitability. Exercising influence over channels and developing new channels are key ingredients to ongoing market success.
