For CMO & Marketing Leadership Professionals

Primary Analyst Photo	Document Information	Rate this Document
	January 9, 2008 Designing The Channel Mix Bottom-Up How To Design The Right Channel Mix an introduction by Jaap Favier	Average: 0  (3 ratings)

This is an excerpt

Executive Summary

Ask not what you can do for a channel, but what a channel can do for you. Don't ask: "How can we use email in the funnel?" but rather "Which channel do we need to address the needs of the consumer?" Forrester has developed a methodology that helps marketers choose the right channel for each touchpoint based on interface needs and information and operational requirements.

This is an excerpt