Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train them. It covers concepts, metrics, tools, and strategic frameworks for managing distribution in physical and digital channels.
Focusing on the challenges of managing multiple channels of distribution in an evolving marketplace dash;rather than the process of designing a distribution channel from scratchhdash;it leans more heavily on metrics and tools and incorporates perspectives from academic research, as well as in-depth case studies from marketing and general management practice.
Introduces an organizing framework of pull and push marketing for how suppliers work together with their channel partners
Integrates across physical and digital, independent and company-owned, routes to market
Maps the functions of traditional and newer intermediaries in the channel ecosystem and identifies the root causes of conflict between them
Provides tools and frameworks for how much distribution coverage is required and where
Shows how product line, pricing, trade promotions, and other channel incentives can help to coordinate multiple channels and manage conflict
Illustrates how push and pull metrics can be combined into valuable dashboards for identifying positive feedback opportunities and sustaining the channel partnership
With the help of Getting Multi-Channel Distribution Right you,squo;ll discover how to successfully develop, execute, and adapt distribution strategy to the evolving marketplace.
