- Provides a complete economic framework for analyzing any channel partner (distributor, reseller or retailer) and a new series of multi-sector insights
- Enables a defined go-to-market strategy and forecasting for emerging channels and technology
- Supports the allocation of scarce resources for the highest returns, and channel negotiation from positions of market strength or weakness
- New to this edition: multi-sector focus, the emergence of the cloud, new consumer channels, the switch from products to services, the 'gig economy' and monetizing intellectual property
- Online resources: Bonus chapters on how to engage with retailers, franchised systems, and managing the people-based business model
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Sales and Marketing Channels
How to Build and Manage Distribution Strategy
Utilize a complete economic framework for taking products and services to market with this updated and multi-sector approach to distribution strategy.
Key features at a glance
EAN: 9780749482145
Edition: 3
Published:
Format: 257x235
384 pages
About the book
Analyze, plan and manage profitable channels to market with this economic framework, ensuring maximum leverage of channel partners at every stage of the go-to-market process, with this fully revised third edition of the global bestseller, Distribution Channels - an essential toolkit for strategizing new and existing routes to market.
Unprecedented upheavals in routes-to-market are challenging businesses of all types. Products are becoming services, online and offline channels are integrating, and new distribution channels are dictating terms to producers. Placing market access at the heart of business and marketing strategy, this revised edition of Sales and Marketing Channels (originally Distribution Channels) addresses emerging business models and buying behaviours with practical steps, offering an efficient structure to extract tangible commercial value from partner relationships.
Often referred to as the "Place" P in the marketing mix, this book and its host of downloadable resources integrate innovative case studies like AirBNB, the largest seller of rooms without ownership of any; Transferwise, the peer-to-peer Forex; plus, the rise of online retailers like Amazon and ASOS versus the decline of traditional stores like Macy's or BHS.
Other updates include:
-The impact of cloud technology
-Advancing consumer channels
-Monetizing the distribution of intellectual property
-Plus the evolving 'gig economy', led by Uber and Deliveroo
About the authors
Julian Dent is Chairman of VIA International, a specialist routes-to-market consultancy. He has more than 35 years of global experience in distribution, specializing in channel strategy and implementation at global, corporate and regional levels. His clients include Barclays, Esso, Hewlett-Packard, Hyatt, Microsoft, Philips, Subway and Xerox.
Michael White is EMEA General Manager of Quadmark, a global channels and sales enablement consultancy. He has been a worldwide routes-to-market specialist for 30 years across multiple industries, leading commercial consumer channel strategy from formulation through to execution. His clients include Apple, Caterpillar, Cisco, Electrolux, PayPal and Procter & Gamble.
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