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
