Sales and Marketing Channels: How to Build and Manage Distribution Strategy

by Julian Dent, Michael White

Overview

Analyze, plan and manage profitable channels to market with this economic framework, ensuring maximum leverage of channel partners at every stage of the go-to-market process, with this fully revised third edition of the global bestseller, Distribution Channels - an essential toolkit for strategizing new and existing routes to market.

Unprecedented upheavals in routes-to-market are challenging businesses of all types. Products are becoming services, online and offline channels are integrating, and new distribution channels are dictating terms to producers. Placing market access at the heart of business and marketing strategy, this revised edition of Sales and Marketing Channels (originally Distribution Channels) addresses emerging business models and buying behaviours with practical steps, offering an efficient structure to extract tangible commercial value from partner relationships.

Often referred to as the "Place" P in the marketing mix, this book and its host of downloadable resources integrate innovative case studies like AirBNB, the largest seller of rooms without ownership of any; Transferwise, the peer-to-peer Forex; plus, the rise of online retailers like Amazon and ASOS versus the decline of traditional stores like Macy's or BHS.

Other updates include:
-The impact of cloud technology
-Advancing consumer channels
-Monetizing the distribution of intellectual property
-Plus the evolving 'gig economy', led by Uber and Deliveroo

Product Details

ISBN-13:	9780749482152
Publisher:	Kogan Page, Ltd.
Publication date:	04/03/2018
Sold by:	Barnes & Noble
Format:	eBook
Pages:	384
File size:	6 MB

About the Author

Julian Dent is Chairman of VIA International, a specialist routes-to-market consultancy. He has more than 35 years of global experience in distribution, specializing in channel strategy and implementation at global, corporate and regional levels. His clients include Barclays, Esso, Hewlett-Packard, Hyatt, Microsoft, Philips, Subway and Xerox.

Michael White is EMEA General Manager of Quadmark, a global channels and sales enablement consultancy. He has been a worldwide routes-to-market specialist for 30 years across multiple industries, leading commercial consumer channel strategy from formulation through to execution. His clients include Apple, Caterpillar, Cisco, Electrolux, PayPal and Procter&Gamble.

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.

Michael White has over 25 years' experience in the commercial and consumer market spaces, working with clients at worldwide and regional level on Marketing and Channel Strategy, Key Account Management, Channel Management and Return On Marketing Investment. White's prime focus over the last 10 years has been on the retail and consumer marketplaces, with projects in all major world markets, but with particular focus on Europe. He has extensive experience of working in cross-national teams, both within clients and across clients and their channel partners.

Michael White is a Member of the Chartered Institute of Marketing? and an Associate Member of the Chartered Institute of Personnel Development.

Table of Contents

• Section - PART ONE: Introduction;
• Section - 01: How to get the best out of this book;
• Section - 02: The business of getting products and services to market;
• Section - 03: Major trends and developments in market access;
• Section - PART TWO: Distributors, wholesalers and intermediaries;
• Section - 04: The role of the distributor for sales and marketing channels;
• Section - 05: How the distributor business model works;
• Section - 06: Managing distributors – margins and profitability;
• Section - 07: Managing distributors – working capital;
• Section - 08: Managing distributors – productivity;
• Section - 09: Managing distributors – sustainability;
• Section - 10: Managing distributors – managing growth;
• Section - 11: Understanding the distribution landscape;
• Section - 12: How to get the best from distribution strategy;
• Section - PART THREE: Managing final-tier sales and marketing channels;
• Section - 13: The roles of the final-tier channel players;
• Section - 14: How the business model works for final-tier channel players;
• Section - 15: Managing final-tier channel players – sales and utilization;
• Section - 16: Managing final-tier channel players – gross margin and recoverability;
• Section - 17: Managing final-tier channel players – working capital management;
• Section - 18: Managing final-tier channel players – value creation and growth;
• Section - 19: How to get the best from final-tier channel players;
• Section - PART FOUR: Managing distribution in individual industry sectors;
• Section - 20: Introduction to managing distribution in individual industry sectors;
• Section - 21: Insights from managing capital goods distribution;
• Section - 22: Insights from managing consumer goods distribution and retailers;
• Section - 23: Insights from managing services distribution;
• Section - 24: Insights from managing hotels, restaurants, catering and travel distribution;
• Section - 25: Insights from managing intellectual property distribution;
• Section - 26: Insights from managing franchised distribution;
• Section - Appendix: Key ratios;
• Section - Appendix: Glossary of technical terms;

Editorial Reviews

"This book is essential reading for any vendor working with indirect channels of distribution. The deep insights into channel business models it provides enable vendors to secure maximum value from both distributor and final-tier engagement."

Michael Urban

"With sales and marketing channels becoming ever more complex and challenging, the need for help constantly increases. This book hits the mark - I seriously suggest anyone involved in channels has this to hand. Dent and White stand head and shoulders above many others in demystifying the channel into understandable and executable components. Whether you are a channel novice or channel expert, this new edition is paramount for executives to account managers alike."

Jeremy Butt

"This book is a true tour de force on all things marketing, distribution, franchising and more. Dent and White have given us a highly compelling and practical blueprint for success in times of great change and disruption. Their updated treatise gives us practical 21st-century strategic insights into sales and marketing channel and distribution management. Heed these authors' advice or risk irrelevance and peril for your business and brand."

Joe Tripodi

"This is the best book available for providing a deep understanding of channel business models and has helped us build more effective relationships with our channel partners."

Louis Gries