Kusum L Ailawadi: Getting Multi-Channel Distribution Right, Gebunden

Klappentext

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