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Sales and Marketing Channels : How to Build and Manage Distribution Strategy
Description Sales and Marketing Channels : How to Build and Manage Distribution Strategy. Unprecedented upheavals in routes to market are challenging businesses of all types. Products are becoming services, on-line and off-line channels are integrating and new distribution channels are dictating terms to producers. The third edition of Distribution Channels re-positions itself as Sales and Marketing Channels, placing market access at the heart of business and marketing strategy. Delivering a rational economic framework to analyse, plan and manage profitable channels to market, this global bestseller addresses emerging business models and buying behaviours with practical steps, ensuring maximum leverage of channel partners at every stage of the go-to-market process. Sales and Marketing Channels, third edition, takes a multi-sector approach, fully revised to include a new series of specialist sections. Each distributor framework extracts tangible commercial value from partner relationships, shedding light on cases such as AirBNB, the largest seller of rooms without ownership of any, or the rise of ASOS versus the BHS decline. Updates include the impact of cloud technology, advancing consumer channels and the switch from products to services. It also explores the 'gig economy', such as Uber and Deliveroo and important advice on intellectual property. Often referred to as the "Place" P in the marketing mix, this book and its host of downloadable resources are an essential toolkit for strategizing new and existing routes to market.
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