Getting Multi-Channel Distribution Right - Hardcover

Über die Autorin bzw. den Autor

KUSUM L. AILAWADI is Charles Jordan Professor of Marketing at the Tuck School of Business at Dartmouth. Her research focuses on the interaction, distribution of power, and performance of manufacturers and their distribution channel partners. She has published extensively in the top marketing journals, and several of her articles have been honored for best contributions to marketing theory, practice, and academic-practitioner collaboration, and for long-term impact. She is an Associate Editor for the Journal of Marketing, Journal of Marketing Research, and Marketing Science. She is also an Academic Trustee of the Marketing Science Institute and President-Elect of the INFORMS Society for Marketing Science.

PAUL W. FARRIS is Emeritus Landmark Professor of Marketing at the Darden School of Business, University of Virginia. Over his career he has worked in marketing for UNILEVER and was a director on boards for six companies including retailers, manufacturers, and distributors. He has consulted for Apple, Best Buy, Google, Kroger, and Procter & Gamble among other companies. His authored or co-authored books and articles include award-winning research on distribution channels, marketing metrics, retail power, marketing strategy, and budgeting. He has served on several editorial boards for marketing journals and as an Academic Trustee of the Marketing Science Institute.

Von der hinteren Coverseite

PRAISE FOR GETTING MULTI-CHANNEL DISTRIBUTION RIGHT

"With the plethora of choices consumers have today, it is critical for a brand to clearly and consistently express its positioning and value to its target consumer―wherever they shop and buy, day in, day out. Managing a brand in a multi-channel market requires clear strategies and the discipline to implement them. This book is a fantastic roadmap for brand managers playing across diverse channels of distribution from online to brick-and-mortar stores. It is a great framework for engineering value in your brand that attracts both consumers and retail partners over time."
―Jim Weber, President and CEO, Brooks Sports Inc.

"Choosing and managing the right channels of distribution are among the most complex, important decisions a marketer makes. This book does a superlative job of informing these decisions by describing cutting edge strategies and employing practical examples. The key issues of how to manage channel power and how to manage offline and online integration are clearly addressed. If you are seeking knowledge in these areas, you have struck gold."
―Erv Shames, Former President and CEO, Borden, Inc.; Former Chairman, Sleep Number

"A detailed and thorough examination of the challenges of multi-channel distribution and guidance to ensure your company understands and executes on the appropriate strategy. A must read for leaders operating in the complex and ever evolving world of both physical locations and digital platforms."
―Robert McDowell, Chief Commercial Officer, Choice Hotels International

"Now more than ever, business leaders must execute across a wide array of distribution channels from traditional brick-and-mortar to at-home delivery. Determining which channels are most critical while not being left behind by new, rapidly emerging options has become extremely challenging. This book provides a prescient overview of the modern landscape and thought-provoking case studies of how different companies in various sectors have successfully embraced this new world. After you read it, you'll be equipped with the right tools and frameworks to measure and manage more effectively your own organization's routes to market. I can't recommend it highly enough."
―Paul Turbeville, Vice President of Marketing, Pete and Gerry's Organic Eggs

"While marketing managers are generally knowledgeable about basic distribution concepts, Ailawadi and Farris offer a robust, in-depth, and modern view of this important topic. They illustrate the key distribution challenges and considerations using compelling brand-retailer examples and provide readers with sophisticated yet accessible tools like velocity graphs and distribution dashboards to maximize profitability. Getting Multi-Channel Distribution Right is a must-read for all leaders who deal with the critical questions of where to sell your products and how to work successfully with retailers and intermediaries, both online and offline."
―Jim Lecinski, Former Vice President of Customer Solutions for the Americas, Google; Author of Winning the Zero Moment of Truth

Aus dem Klappentext

Multi-channel distribution is one of the most important drivers of success in the modern marketplace, and also one of the most commonly misunderstood. Resellers must become omni-channel, but for their suppliers, managing multiple distribution channels could mean either harmonizing or differentiating the marketing mix across those channels. Sound channel choices and policies require an understanding of where both consumer search and demand are headed.

Getting Multi-Channel Distribution Right addresses each element of today's complex distribution landscape, helping readers answer important questions like:

• Will you offer a direct-to-consumer channel? Why? Which functions along the path-to-purchase will you perform and for which ones will you use third parties?
• How will you prioritize direct versus independent channels, online versus brick-and-mortar outlets, and other distribution choices?
• Which resellers will carry which of your products? What types of incentives will you offer them and what conditions will you impose on them?
• Does a new channel that is growing have a viable profit model?
• Which metrics will you monitor to assess the performance of different distribution channels?

The success stories of tomorrow need answers to these questions to manage the evolution of their distribution systems, whether they are digital natives who realize they must master physical channels or traditional marketers who must integrate digital and direct channels into the mix. With its rich frameworks, metrics, tools, and in-depth case studies in markets ranging from home furnishings and athletic footwear to hotels and media, this book helps current and future managers rise to the challenge of untangling the modern distribution web.