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Synopsis
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, whilst 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 you with the knowledge needed to improve your business model to ensure maximum market exposure and successful product delivery. The book is also supported by online resources, including additional figures, bonus chapters, and lecture slides.
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About the Author
Julian Dent is Chairman of VIA International, a specialist routes-to-market consultancy. He has over 35 years of global experience in distribution, specializing in channel strategy and implementation at global, corporate and regional levels. His clients cover industry sectors from FMCG to hospitality, construction and healthcare, eg Barclays bank, Cisco, Hyatt, Esso, IBM, Microsoft, Philips, Subway and Xerox. Julian is a Chartered Accountant and a Freeman of the City of London. He also works closely with the Global Technology Distribution Council to define accreditation for their industry-recognized awards.
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Distribution Channels: Understanding and Managing Channels to Market
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Kogan Page (edition Second), 2011
ISBN 10: 0749462698
ISBN 13: 9780749462697
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Distribution Channels: Understanding and Managing Channels to Market
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Distribution Channels: Understanding and Managing Channels to Market
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