Getting Multi-Channel Distribution Right
- 6h 40m
- Kusum L. Ailawadi, Paul W. Farris
- John Wiley & Sons (US)
- 2020
Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train them. It covers concepts, metrics, tools, and strategic frameworks for managing distribution in physical and digital channels.
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.
With the help of Getting Multi-Channel Distribution Right you’ll discover how to successfully develop, execute, and adapt distribution strategy to the evolving marketplace.
About the Authors
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.
In this Book
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Distribution Channels Today
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Push, Pull, and Total Channel Performance
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Root Causes of Channel Conflict
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Middlemen in Today's Channel Ecosystem and Their Functions
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The Sources and Indicators of Power in the Channel
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Using Power without Using it up
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Metrics for Intensity and Depth of Distribution Coverage*
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What are You Managing Towards?*—Distribution Performance Metrics
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The Challenge of Optimizing Distribution Breadth
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Using Velocity Graphs to Guide Sustainable Distribution Coverage
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Augmenting the Distribution Mix—Digital Channels and Own Bricks and Clicks
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Three Cases on Online Distribution
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Using the Product Line to Manage Multiple Channels
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Harnessing the Power of Price and Price Promotions
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Managing Prices and Incentives across Channels
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Summary—Dashboards and Principles for Managing New Directions in Distribution
