The importance of distributor training at Caterpillar

Posted On September 26, 2015
Categories Executive Highlights Tags

by Cavusgil, S. Tamer

Industrial Marketing Management 19, no. 1 (1990): 1-9

Abstract

Independent dealers are extremely important to many industrial manufacturers. They play an especially critical role in international channels where the manufacturer-dealer partnership becomes essential. Taking Caterpillar, Inc., as a case study, this article highlights the importance of dealer training by the manufacturer. A comprehensive discussion of training issues is offered, along with insights from the experience of Caterpillar in implementing its Sales Team Development System.

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