Full version Getting Multi-Channel Distribution Right Review
- 3 years ago
https://klikhier768.blogspot.rs/?book=1119632889
This book provides a comprehensive treatment of modern distribution strategy that is analytically solid, and understandable by and relevant for managers as well as MBA and executive MBA students. It covers concepts, metrics, tools, and strategic frameworks for managing distribution. It focuses 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 in marketing and economics, as well as in-depth case studies from marketing and general management practice. Since the book is about multiple channels of distribution, it integrates coverage of digital channels throughout rather than making it an add-on or the main focus.Part I introduces an organizing framework for how suppliers work together with their channel partners and distills the large variety of conflicts in today's channels down to four fundamental causes. It also maps the functions of traditional and newer intermediaries in the channel ecosystem, distinguishing what is new from what has remained the same. Part II turns to a crucial question for marketers anywhere, and especially in this multichannel environment: how much distribution coverage is required and where. It presents metrics, tools, and frameworks with the goal of helping suppliers select the right type and intensity of physical and online distribution coverage. Finally, Part III focuses on aligning the marketing mix to manage distribution on an ongoing basis. It covers decisions about product line, pricing, promotion, and other pull and push activities that can be used, in the language of economists, to "coordinate" the channel and manage conflict.
This book provides a comprehensive treatment of modern distribution strategy that is analytically solid, and understandable by and relevant for managers as well as MBA and executive MBA students. It covers concepts, metrics, tools, and strategic frameworks for managing distribution. It focuses 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 in marketing and economics, as well as in-depth case studies from marketing and general management practice. Since the book is about multiple channels of distribution, it integrates coverage of digital channels throughout rather than making it an add-on or the main focus.Part I introduces an organizing framework for how suppliers work together with their channel partners and distills the large variety of conflicts in today's channels down to four fundamental causes. It also maps the functions of traditional and newer intermediaries in the channel ecosystem, distinguishing what is new from what has remained the same. Part II turns to a crucial question for marketers anywhere, and especially in this multichannel environment: how much distribution coverage is required and where. It presents metrics, tools, and frameworks with the goal of helping suppliers select the right type and intensity of physical and online distribution coverage. Finally, Part III focuses on aligning the marketing mix to manage distribution on an ongoing basis. It covers decisions about product line, pricing, promotion, and other pull and push activities that can be used, in the language of economists, to "coordinate" the channel and manage conflict.