Sales and Marketing Channels: How to Build and Manage Distribution Strategy - Couverture souple

Dent, Julian; White, Michael

Couverture souple

ISBN 10 : 0749482141 ISBN 13 : 9780749482145

Editeur : Kogan Page, 2018

A propos du livre

Présentation de l'éditeur

Unprecedented upheavals in routes to market are challenging businesses of all types. Products are becoming services, on-line and off-line channels are integrating and new distribution channels are dictating terms to producers. The third edition of Distribution Channels re-positions itself as Sales and Marketing Channels, placing market access at the heart of business and marketing strategy. Delivering a rational economic framework to analyse, plan and manage profitable channels to market, this global bestseller addresses emerging business models and buying behaviours with practical steps, ensuring maximum leverage of channel partners at every stage of the go-to-market process.

Sales and Marketing Channels, third edition, takes a multi-sector approach, fully revised to include a new series of specialist sections. Each distributor framework extracts tangible commercial value from partner relationships, shedding light on cases such as AirBNB, the largest seller of rooms without ownership of any, or the rise of ASOS versus the BHS decline. Updates include the impact of cloud technology, advancing consumer channels and the switch from products to services. It also explores the 'gig economy', such as Uber and Deliveroo and important advice on intellectual property. Often referred to as the "Place" P in the marketing mix, this book and its host of downloadable resources are an essential toolkit for strategizing new and existing routes to market.

Biographie de l'auteur

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 cover industry sectors from FMCG to hospitality, construction and healthcare, including Barclays bank, Cisco, Hyatt, Esso, IBM, Microsoft, Philips, Subway and Xerox. Dent 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.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2018
• ISBN 10: 0749482141
• ISBN 13: 9780749482145
• Reliure: Broché
• Langue: anglais
• Numéro d'édition: 3
• Nombre de pages: 384