Getting multi-channel distribution right Second Edition Ailawadi

Getting multi-channel distribution right – Ebook Instant Download/Delivery ISBN(s): 9781119632887,9781119632894,9781119632900,9781119632917,1119632889,1119632897,1119632900,1119632919

Product details:

• ISBN-10 ‏ : ‎ 1119632889
• ISBN-13 ‏ : ‎ 978-1119632887
• Author(s): Ailawadi, Kusum L.; Farris, Paul W

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.

Table contents:

Chapter 1 Distribution Channels Today

Part I The Bedrock of Channel Functions, Power, and Conflict 13

Chapter 2 Push, Pull, and Total Channel Performance 15

Chapter 3 Root Causes of Channel Conflict

Chapter 4 Middlemen in Today’s Channel Ecosystem and Their Functions

Chapter 5 The Sources and Indicators of Power in the Channel

Chapter 6 Using Power Without Using It Up

Part II Metrics, Tools, and Frameworks for Getting the Right Distribution 121

Chapter 7 Metrics for Intensity and Depth of Distribution Coverage

Chapter 8 What are You Managing Towards?

Chapter 9 The Challenge of Optimizing Distribution Breadth

Chapter 10 Using Velocity Graphs to Guide Sustainable Distribution Coverage

Chapter 11 Augmenting the Distribution Mix: Digital Channels and Own Bricks and Clicks

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