SALES AND MARKETING CHANNELS: HOW TO BUILD AND MANAGE DISTRIBUTION STRATEGY(THIRD EDITION)
Book ID/图书代码： 07682017C00051
English Summary/英文概要： Unprecedented upheavals in routes to market are challenging businesses of all types. Products are becoming services, on-line and off-line channels are integrating and new distribution channels are dictating terms to producers. The third edition of Distribution Channels re-positions itself as Sales and Marketing Channels, placing market access at the heart of business and marketing strategy. This global bestseller delivers a rational economic framework to analyse, plan and manage profitable channels to market. It addresses emerging business models and buying behaviours with practical steps, ensuring maximum leverage of channel partners at every stage of the go-to-market process.
Sales and Marketing Channels, a fully-revised third edition, takes a multi-sector approach with an entire new series of specialist sections for application to any business. This efficient structure extracts tangible commercial value from partner relationships, integrating 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. Updates include the impact of cloud technology, advancing consumer channels, monetizing the distribution of intellectual property and the evolving ’gig economy’ led by Uber and Deliveroo. Often referred to as the "Place" P in the marketing mix, this book and its host of downloadable resources are an essential toolkit for strategizing new and existing routes to market.
Chinese Summary/中文概要： 在市场领域，前所未有的巨变正对所有类型的企业构成挑战。产品逐渐变成服务，在线和离线渠道正在整合，新的分销渠道正在向生产商发号施令。《销售渠道》第三版进行了重新定位，更名为《销售和营销渠道》，将市场准入作为商业和营销策略的核心。这本全球畅销书提供了一个理性的经济框架来分析、计划和管理盈利的市场渠道。它运用实际可行的步骤处理新兴的业务模型和购买行为，确保渠道合作伙伴在进入市场过程的每个阶段发挥最大的杠杆作用。
全新修订的第三版《销售和营销渠道》通过一套适合所有业务模式全新的专业板块，采用了多部门方法。这种高效的结构从合作伙伴关系中提取了有形状的商业价值，整合了一系列创新案例研究，例如AirBNB——一家最大的无房卖家；Transferwise，一家P2P外汇交易市场；加上像亚马逊和ASOS这样的在线零售商的兴起，以及梅西和BHS等传统商店的衰落。该版本更新的内容还包括云技术的影响、消费者渠道的发展、知识产权的货币化以及Uber和Deliveroo引领的“零工经济”的演变。通常被称为营销组合中的“定位”，这本书以及其提供的可下载的资源是战略新的和现有的市场路线必不可少的工具。（XMM）
Awards/获奖情况：
About the Author/作者介绍： 迈克•怀特在商业和消费市场领域拥有超过25年的经验，与全球和各地区的客户合作，范围包括营销和渠道战略、大客户管理、渠道管理和营销投资回报。过去10年，怀特的主要业务集中在零售和消费市场，在全球所有主要市场都有项目，但主要集中在欧洲市场。无论是在客户内部，还是在客户和他们的渠道合作伙伴之间，怀特的经验都非常丰富。
迈克尔•怀特是特许营销协会的成员及特许人事发展学会准会员。
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.
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 cover industry sectors from FMCG to hospitality, construction and healthcare, including Barclays bank, Cisco, Hyatt, Esso, IBM, Microsoft, Philips, Subway and Xerox. Dent 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.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
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