Marketers have never been more challenged to find the right mix of channels. Seeing the choices clearly will make that challenge less daunting. This author has sound advice for developing clear channel vision.

The marketing manager of Bedrock's Packaging Systems Division, is responsible for generating a plan to revitalize sales of Wrap 'N' Stick, a product introduced three years earlier. The alternatives for the product include an exclusivity deal, private branding, enhanced marketing, and the use of a fund raising wholesaler. A discounted cashflow is to be used to quantify the alternatives (which were not necessarily mutually exclusive). Numerous .....more