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Getting Multi-Channel Distribution Right
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About Getting Multi-Channel Distribution Right
Product Description 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. From the Inside Flap Multi-channel distribution is one of the most important drivers of success in the modern marketplace, and also one of the most commonly misunderstood. Resellers must become omni-channel, but for their suppliers, managing multiple distribution channels could mean either harmonizing or differentiating the marketing mix across those channels. Sound channel choices and policies require an understanding of where both consumer search and demand are headed. Getting Multi-Channel Distribution Right addresses each element of today's complex distribution landscape, helping readers answer important questions like: Will you offer a direct-to-consumer channel? Why? Which functions along the path-to-purchase will you perform and for which ones will you use third parties? How will you prioritize direct versus independent channels, online versus brick-and-mortar outlets, and other distribution choices? Which resellers will carry which of your products? What types of incentives will you offer them and what conditions will you impose on them? Does a new channel that is growing have a viable profit model? Which metrics will you monitor to assess the performance of different distribution channels? The success stories of tomorrow need answers to these questions to manage the evolution of their distribution systems, whether they are digital natives who realize they must master physical channels or traditional marketers who must integrate digital and direct channels into the mix. With its rich frameworks, metrics, tools, and in-depth case studies in markets ranging from home furnishings and athletic footwear to hotels and media, this book helps current and future managers rise to the challenge of untangling the modern distribution web. From the Back Cover PRAISE FOR GETTING MULTI-CHANNEL DISTRIBUTION RIGHT "With the plethora of choices consumers have today, it is critical for a brand to clearly and consistently express its positioning and value to its target consumer―wherever they shop and buy, day in, day out. Managing a brand in a multi-channel market requires clear strategies and the discipline to implement them. This book is a fantastic roadmap for brand managers playing across diverse channels of distribution from online to brick-and-mortar stores. It is a great f
