Understanding and Managing Channels to Market

Auteur: Dent, Julian
Editeur: Kogan Page
Publication: 2011
Edition n°:
ISBN: 978-0-74946269-7
e-ISBN:
 
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Distribution Channels examines the chain that makes a product available for market and how this can be used for optimum product delivery. Includes accessing and servicing markets and customers, controlling brands, building the value proposition and creating differentiation.

Distribution Channels explores the ways in which a business can optimize its routes to market, through a thorough understanding of its go-to-market partner's business models.

It defines the role and importance of the various partners involved in the distribution chain, including distributors, wholesalers, final tier channel players and retailers; and provides advice on managing these relationships for optimum market exposure and successful product delivery. It provides a detailed description of the various business models which can be used between these parties, and how to adapt them in order to maximize routes to market. Taking into account both the tactical and strategic dimension of channel economics, Distribution Channels provides you with the knowledge needed to improve your business model, whether you are responsible for the distribution channel of your company or are part of that channel.
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