Distribution Channels - Understanding and Managing Channels to Market (Paperback, 2nd Revised edition)

Understanding marketing distribution business models is critical to business success. With distribution now representing around half of almost every industry's activities, optimizing routes to market has never been so important.

Using numerous real-life examples, "Distribution Channels" explores the chain that makes products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners involved, including distributors, wholesalers, final-tier channel players, retailers and franchise systems, the text provides a clear understanding of the
entire go-to-market process, while also explaining channel partners' business models and how to engage with them for effective market access.

"Distribution Channels" covers both the tactical and strategic dimensions of channel economics as well as containing information on accessing and servicing markets and customers, controlling brands, integrating web and online channels, building the value proposition and creating differentiation.

Comprehensive and clear, this book provides the knowledge needed to improve a business model to ensure maximum market exposure and successful product delivery.