Sales and Marketing Channels : How to Build and Manage Distribution Strategy （3RD）

Dent, Julian/ White, Michael

Kogan Page Ltd（2018/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 384 p.
• 言語 ENG
• 商品コード 9780749482145
• DDC分類 658.788

Full Description

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

Contents

Section - PART ONE: Introduction;
Section - 01: How to get the best out of this book;
Section - 02: The business of getting products and services to market;
Section - 03: Major trends and developments in market access;
Section - PART TWO: Distributors, wholesalers and intermediaries;
Section - 04: The role of the distributor for sales and marketing channels;
Section - 05: How the distributor business model works;
Section - 06: Managing distributors - margins and profitability;
Section - 07: Managing distributors - working capital;
Section - 08: Managing distributors - productivity;
Section - 09: Managing distributors - sustainability;
Section - 10: Managing distributors - managing growth;
Section - 11: Understanding the distribution landscape;
Section - 12: How to get the best from distribution strategy;
Section - PART THREE: Managing final-tier sales and marketing channels;
Section - 13: The roles of the final-tier channel players;
Section - 14: How the business model works for final-tier channel players;
Section - 15: Managing final-tier channel players - sales and utilization;
Section - 16: Managing final-tier channel players - gross margin and recoverability;
Section - 17: Managing final-tier channel players - working capital management;
Section - 18: Managing final-tier channel players - value creation and growth;
Section - 19: How to get the best from final-tier channel players;
Section - PART FOUR: Managing distribution in individual industry sectors;
Section - 20: Introduction to managing distribution in individual industry sectors;
Section - 21: Insights from managing capital goods distribution;
Section - 22: Insights from managing consumer goods distribution and retailers;
Section - 23: Insights from managing services distribution;
Section - 24: Insights from managing hotels, restaurants, catering and travel distribution;
Section - 25: Insights from managing intellectual property distribution;
Section - 26: Insights from managing franchised distribution;
Section - Appendix: Key ratios;
Section - Appendix: Glossary of technical terms;