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Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers, 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.
Praise for Getting Multi-Channel Distribution Right
"Managing a brand in a multi-channel market requires clear strategies and the discipline to implement them. This book is a fantastic roadmap...."
—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.... If you are seeking knowledge in these areas, you have struck gold."
—Erv Shames, Former CEO, Borden, Inc. and former Chairman, Sleep Number
"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.... This book provides a prescient overview of the modern landscape and thought-provoking case studies."
—Paul Turbeville, VP Marketing, Pete and Gerry's Organic Eggs
"... 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 VP Customer Solutions, Google and author of Winning the Zero Moment of Truth
"... masterful job of blending academic research, both classic and emerging, with cutting-edge industry examples and case studies."
—Jan Heide, University of Wisconsin.
"The book is comprehensive and timely, and also an enjoyable read. You’ll find yourself referring to it often...."
—Barbara Kahn, Wharton School and author of The Shopping Revolution
"... a gift from two researchers, experienced with distribution practice, who are responsible for the marketing literature's richest distribution insights."
—Leigh McAlister, University of Texas Austin
"With up-to-date metrics and frameworks applied to live case studies, they pull together a physical and online distribution strategy toolkit unlike any other available today... this book is an essential read."
—Das Narayandas, Harvard Business School
"This book addresses a pressing need in marketing today.... Deftly integrates metrics with strategic issues…the value is vividly illustrated in cases and examples that span both digital and physical products."
—John Quelch, University of Miami
"...comprehensive coverage of multi-channel marketing... in today's world. They have nailed how to manage distribution strategy."
—David Reibstein, Wharton School and coauthorMarketing Metrics
"... skillfully blends academic insights with relevant examples and provides actionable frameworks and metrics.. for manufacturers and retailers that want to thrive in the multi-channel environment."
—Jan-Benedict Steenkamp, Unoversity of North Carolina and coauthorRetail Disruptors
"Combining rigor and practical relevance, this book provides managers with clear strategic frameworks for implementing multi-channel distribution."
—Earl Taylor, Marketing Science Institute
New feature
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
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