channel

1. General: Conduit for delivering goods, services, or information.

2. Communications: Path an electrical signal (such as a telephone conversation) or electromagnetic signal (such as radio or TV broadcast) follows.

3. Internet: Website which broadcasts (pushes) requested content to subscribers.

4. Marketing: Means employed to distribute goods or services from producers to consumers.

There is no one-size-fits-all solution to wooing customers. For two decades, Dell Computer bypassed retailers and sold directly to customers, with limited tech support. General Motors and Coca Cola rely on distributors to move their cars and cans. Clothing companies like Ralph Lauren work both internal and external channels. And thanks to daily, intensive sales training, privately held Lazy Days moves some $800 million worth of RVs out of one sprawling location near Tampa, Fla. Whatever sales method you choose, make sure it aligns with your overall business strategy.

• Middleman vs. The Digital World