Channel management was not until recently the chemical manufacturers’ main concern. Their main priorities were to manufacture and innovate. It was only in the nineties that the marketing imperative prevailed and that cost efficient channel management processes were put in place. Producers facing a tougher competitive environment became aware of the importance to serve well their customers through direct and indirect channels. These channels adapted themselves to the growing needs of demanding customers who are seeking high quality and competitive products and services. In this article, we will highlight the relationship between producers’ channel management and marketing strategy, selecting and managing the right market channel and finally the main challenges facing European chemical distributors.