Channel Management is General Management
指出渠道策略不应仅围绕单个品牌或产品线制定，而需考虑产品组合、产品政策与渠道策略的相互影响，并强调这对组织决策和绩效评估的深远意义。
Distribution strategy has become an increasingly visible and important aspect of marketing in recent years. It is generally assumed that the brand, or individual product line, is the appropriate focus for the development and implementation of channel strategies. However, this ignores the mutual impact between channel policies and other aspects of corporate strategy that range far beyond the marketing function. Effective channel management requires clarifying the role of a product line within the corporation9s product portfolio, and managing the implications of interrelationships among product policy, product lines, and channel strategy. This, in turn, has significant organizational implications. For many companies, it requires a shift in who makes important channel decisions, the types of information and experience used in making these decisions, and the measurement systems used to evaluate managers.