Getting multi channel distribution right 2nd Edition by Kusum Ailawadi, Paul Farris ISBN 9781119632917 1119632919

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Product details:
ISBN 10: 1119632919
ISBN 13: 9781119632917
Author: Kusum Ailawadi, Paul Farris

Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train them. It covers concepts, metrics, tools, and strategic frameworks for managing distribution in physical and digital channels. 

Focusing on the challenges of managing multiple channels of distribution in an evolving marketplace–rather than the process of designing a distribution channel from scratch–it leans more heavily on metrics and tools and incorporates perspectives from academic research, as well as in-depth case studies from marketing and general management practice. 

• Introduces an organizing framework of pull and push marketing for how suppliers work together with their channel partners
• Integrates across physical and digital, independent and company-owned, routes to market
• Maps the functions of traditional and newer intermediaries in the channel ecosystem and identifies the root causes of conflict between them
• Provides tools and frameworks for how much distribution coverage is required and where
• Shows how product line, pricing, trade promotions, and other channel incentives can help to coordinate multiple channels and manage conflict
• Illustrates how push and pull metrics can be combined into valuable dashboards for identifying positive feedback opportunities and sustaining the channel partnership

Getting multi channel distribution right 2nd Edition Table of contents:

CHAPTER 1: Distribution Channels Today

1.1 INTRODUCTION

1.2 WHAT IS NEW: RADICAL CHANGES IN THE NAVIGATION OF DISTRIBUTION CHANNELS

1.3 THE ROAD AHEAD

ENDNOTES

PART I: THE BEDROCK OF CHANNEL FUNCTIONS, POWER, AND CONFLICT

CHAPTER 2: Push, Pull, and Total Channel Performance

2.1 INTRODUCTION

2.2 AN ORGANIZING FRAMEWORK ILLUSTRATED WITH NATURA’S DISTRIBUTION CHANNEL

2.3 PUSH-PULL INPUTS AND DOWNSTREAM EFFECTS IN PEPSICO’S CHANNEL

2.4 PUSH AND PULL FOR SERVICES AND DIGITAL CHANNELS

2.5 BENEFICIAL AND HARMFUL FEEDBACK LOOPS IN THE PUSH-PULL SYSTEM

2.6 CONCLUSION

ENDNOTE

CHAPTER 3: Root Causes of Channel Conflict

3.1 INTRODUCTION

3.2 UNCOORDINATED PRICING AND SELLING EFFORT

3.3 OVER- AND UNDER-DISTRIBUTION

3.4 DIVISION OF WORK AND PAY: WHO SOLD THAT?

3.5 ADAPTING TO CHANGE: WHERE DOES THE FUTURE LIE?

3.6 CONCLUSION

ENDNOTES

CHAPTER 4: Middlemen in Today’s Channel Ecosystem and Their Functions

4.1 INTRODUCTION

4.2 BRICK-AND-MORTAR INTERMEDIARIES

4.3 NEW DIGITAL INTERMEDIARIES

4.4 SUPPORT SERVICE PROVIDERS

4.5 WHAT’S DIFFERENT ABOUT TODAY’S CHANNEL FUNCTIONS

4.6 CONCLUSION

ENDNOTES

CHAPTER 5: The Sources and Indicators of Power in the Channel

5.1 INTRODUCTION

5.2 POWER IN THE CHANNEL AND ITS SOURCES

5.3 CONSUMER SEARCH LOYALTY: THE ULTIMATE SOURCE OF POWER

5.4 ECONOMIC INDICATORS OF POWER

5.5 CONCLUSION

ENDNOTES

CHAPTER 6: Using Power Without Using It Up

6.1 INTRODUCTION

6.2 APPLYING POWER IN CHANNEL RELATIONSHIPS

6.3 INVESTMENTS AND SAFEGUARDS: EFFICIENT PARTNERSHIP OR POWER STRUGGLE?

6.4 THE CHALLENGE OF PRESERVING POWER

6.5 VERTICAL RESTRAINTS: WELFARE ENHANCING OR ANTICOMPETITIVE?

6.6 CONCLUSION

APPENDIX

ENDNOTES

PART II: METRICS, TOOLS, AND FRAMEWORKS FOR GETTING THE RIGHT DISTRIBUTION

CHAPTER 7: Metrics for Intensity and Depth of Distribution Coverage

7.1 INTRODUCTION

7.2 A FRAMEWORK FOR MEASURING DISTRIBUTION AND MATCHING IT TO DEMAND

7.3 MEASURING STOCKING OUTLET FINDABILITY: METRICS FOR INTENSITY OF DISTRIBUTION COVERAGE

7.4 METRICS FOR DISTRIBUTION DEPTH

7.5 CONCLUSION

APPENDIX: AN EXAMPLE TO CALCULATE BASIC DISTRIBUTION METRICS

ENDNOTES

CHAPTER 8: What Are You Managing Towards?*

8.1 INTRODUCTION

8.2 A HIERARCHY OF PERFORMANCE METRICS

8.3. CONCLUSION

ENDNOTES

CHAPTER 9: The Challenge of Optimizing Distribution Breadth

9.1 INTRODUCTION

9.2 CLASSIC CATEGORIZATIONS OF PRODUCTS AND DISTRIBUTION COVERAGE

9.3 CONSUMER SEARCH LOYALTY AND DISTRIBUTION ELASTICITY

9.4 THE DIFFICULTIES OF OPTIMIZING DISTRIBUTION COVERAGE

9.5 CONCLUSION

ENDNOTES

CHAPTER 10: Using Velocity Graphs to Guide Sustainable Distribution Coverage

10.1 INTRODUCTION

10.2 THE CONCEPT OF A VELOCITY GRAPH

10.3 INSIGHTS FROM VELOCITY GRAPHS: AN ILLUSTRATION WITH LAUNDRY DETERGENTS

10.4 VELOCITY GRAPHS, STATE FRANCHISE LAWS, AND OVERDISTRIBUTION OF U.S. AUTO MAKERS

ENDNOTES

CHAPTER 11: Augmenting the Distribution Mix: Digital Channels and Own Bricks and Clicks

11.1 INTRODUCTION

11.2 A VARIETY OF OWN-STORES TO AUGMENT DISTRIBUTION BY INDEPENDENT RESELLERS

11.3 THE INEVITABILITY AND CHALLENGE OF ONLINE DISTRIBUTION

11.4 BE CLEAR ABOUT “WHY” TO DECIDE “HOW” TO DISTRIBUTE ONLINE

ENDNOTES

CHAPTER 12: Three Cases on Online Distribution

12.1 INTRODUCTION

12.2 THE SAGA OF BROOKS RUNNING AND AMAZON.COM

12.3 AGGREGATION: WORK WORTH THE PAY IN THE ONLINE TRAVEL CHANNEL?

12.4 BUILDING A VIABLE REVENUE MODEL ONLINE: NEWS, MUSIC, AND TV

12.5 CONCLUSION

ENDNOTES

PART III: ALIGNING THE MARKETING MIX TO MANAGE DISTRIBUTION

CHAPTER 13: Using the Product Line to Manage Multiple Channels

13.1 INTRODUCTION

13.2 CHANNEL-MOTIVATED EXPANSION OF SKUS, BRANDS, AND CATEGORIES

13.3 PORTFOLIOS OF SKUS FOR A PORTFOLIO OF CHANNELS

13.4 PORTFOLIOS OF BRANDS TO PROTECT EQUITY AND MITIGATE CHANNEL CONFLICT

13.5 EXPANDING TO SUPPORT AN EXCLUSIVE OR DIRECT CHANNEL

13.6 CAUTIONS AT ALL THREE LEVELS OF PRODUCT LINE EXPANSION

13.7 CONCLUSION

ENDNOTES

CHAPTER 14: Harnessing the Power of Price and Price Promotions

14.1 INTRODUCTION

14.2 WHY ONE “EVERYDAY” PRICE TO RESELLERS IS USUALLY NOT A SMART IDEA

14.3 THE MANY VARIETIES OF TRADE PROMOTIONS

14.4 THE CHALLENGE OF ASSESSING THE COSTS AND PROFITABILITY OF TRADE PROMOTIONS

APPENDIX: TRADE PROMOTION, RETAIL PRICE DISCRIMINATION, AND PROMOTION “COST”: A NUMERICAL EXAMPLE

ENDNOTES

CHAPTER 15: Managing Prices and Incentives Across Channels

15.1 INTRODUCTION

15.2 THE GOALS AND CHALLENGES OF CHANNEL INCENTIVES

15.3 HOW TO MAINTAIN RESELLER PRICES

15.4 DECIDE WHETHER TO DIFFERENTIATE OR HARMONIZE ACROSS MULTIPLE CHANNELS

15.5 CHALLENGES EVEN WHEN YOU CONTROL RETAIL PRICE DIRECTLY

15.6 CONCLUSION

APPENDIX: EXCERPTS FROM MIZUNO’S MAP POLICY

ENDNOTES

CHAPTER 16: Summary: Dashboards and Principles for Managing New Directions in Distribution

16.1 PULLING (AND PUSHING) IT ALL TOGETHER

16.2 DISTRIBUTION DASHBOARDS

16.3 THE MAGICAL NUMBER SEVEN PLUS OR MINUS TWO NUGGETS OF WISDOM

16.4 CONCLUSION: WHO WILL BE THE MASTERS OF MULTI-CHANNEL DISTRIBUTION?

ENDNOTES

Author Index

Subject Index

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