1st Edition
by Kusum L. Ailawadi (Author), Paul W. Farris (Author)
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―rather than the process of designing a distribution
channel from scratch―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’ll discover how to successfully develop, execute, and adapt distribution strategy to the evolving marketplace.
