Representation makes reputations: Publishers, reps, and retail

The marketplace is flooded with CD-ROM titles, and more are appearing everyday. To locate and review the best potential titles available, buyers rely on a screening process, which means counting on reps or companies they have conducted business with in the past. The manufacturer's rep gives a t...

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Bibliographic Details
Published in:Emedia 1996-06, Vol.9 (6), p.110
Main Author: Allread, Jessee J
Format: Article
Language:English
Subjects:
Buyers
CD-ROM
Electronic publishing
Manufacturers
Manufacturers representatives
Marketing
Planning
Product lines
Purchasing
Purchasing agents
Retail sales
Retail stores
Retailing industry
Sales forecasting
Software industry
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Summary:The marketplace is flooded with CD-ROM titles, and more are appearing everyday. To locate and review the best potential titles available, buyers rely on a screening process, which means counting on reps or companies they have conducted business with in the past. The manufacturer's rep gives a title its first significant step toward a retail shelf. There are many ways to contact and employ these reps. One can call any trade association, contact trade show management, or go to a trade show and approach a booth; reps are always in attendance. One can also call the Manufacturers' Agents National Association or ask a peer in the industry. Reps are much more than just sales people. They provide pricing and discount structures, packaging advice, and a wide variety of services concerning placement of product on that all important shelf. The knowledge and experience reps have about retail and distribution behavior and programs is invaluable.
ISSN:1554-2009
2169-0383