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Distribution Channels: Understanding and Managing Channels to Market
Understanding marketing distribution business models is critical to business success. With distribution now representing around half of almost every industry's activities, optimizing routes to market has never been so important.
Using numerous real-life examples, Distribution Channels explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners involved, including distributors, wholesalers, final-tier channel players, retailers and franchise systems, the text provides a clear understanding of the entire go-to-market process, while also explaining channel partners' business models and how to engage with them for effective market access.
Distribution Channels covers both the tactical and strategic dimensions of channel economics as well as containing information on accessing and servicing markets and customers, controlling brands, integrating web and online channels, building the value proposition and creating differentiation.
There are specific sections on the economics of working with Distributors (wholesalers), Final tier trade channel players. Retailers and Franchises, including sections on how to gain and build share with each type of channel, and which business measures to emphasise depnding on whether the venodr is a new entrant or a market leader.
The section on Franchising, added in the latest edition, provides a rare insight into how large franchise sytems work, how to gain access and how to position a supplier to build business with or through a major franchise system.
Comprehensive and clear, this book provides the knowledge needed to improve a business model to ensure maximum market exposure and successful product delivery.
The book is written for the practioner in industry, but is rigorous enough to have been adaopted as a standard text in several universities teaching marketing and business courses.
Using numerous real-life examples, Distribution Channels explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners involved, including distributors, wholesalers, final-tier channel players, retailers and franchise systems, the text provides a clear understanding of the entire go-to-market process, while also explaining channel partners' business models and how to engage with them for effective market access.
Distribution Channels covers both the tactical and strategic dimensions of channel economics as well as containing information on accessing and servicing markets and customers, controlling brands, integrating web and online channels, building the value proposition and creating differentiation.
There are specific sections on the economics of working with Distributors (wholesalers), Final tier trade channel players. Retailers and Franchises, including sections on how to gain and build share with each type of channel, and which business measures to emphasise depnding on whether the venodr is a new entrant or a market leader.
The section on Franchising, added in the latest edition, provides a rare insight into how large franchise sytems work, how to gain access and how to position a supplier to build business with or through a major franchise system.
Comprehensive and clear, this book provides the knowledge needed to improve a business model to ensure maximum market exposure and successful product delivery.
The book is written for the practioner in industry, but is rigorous enough to have been adaopted as a standard text in several universities teaching marketing and business courses.
- GenresBusiness
432 pages, Paperback
First published September 1, 2008
About the author
Julian Dent
5 books2 followersJulian Dent is Chairman of VIA International, a specialist routes-to-market consultancy. He has over 35 years of global experience in distribution, specializing in channel strategy and implementation at global, corporate and regional levels. His clients cover industry sectors from FMCG to hospitality, construction and healthcare, eg Barclays bank, Cisco, Hyatt, Esso, IBM, Microsoft, Philips, Subway and Xerox. Julian is a Chartered Accountant and a Freeman of the City of London. He also works closely with the Global Technology Distribution Council to define accreditation for their industry-recognized awards.
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Displaying 1 of 1 review
May 10, 2020
Offers great insights about the way business in conducted into all major type of players( from distributors to value added resellers and retailers).
Although the book camed out in 2008, most of it is still actual, excepting a bit the retail part which has shifted to online in the past 10 years.
All in all a good read which i can recommend for the people working in or with distribution systems.
Although the book camed out in 2008, most of it is still actual, excepting a bit the retail part which has shifted to online in the past 10 years.
All in all a good read which i can recommend for the people working in or with distribution systems.
Displaying 1 of 1 review