Transforming your go-to-market strategy : the three disciplines of channel management

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Title:

Author:

Rangan, V. Kasturi.

ISBN:

9781591397663

Personal Author:

Rangan, V. Kasturi.

Publication Information:

Boston : Harvard Business School Press, c2006.

Physical Description:

x, 289 p. : ill. ; 25 cm.

Contents:

The promise of channel stewardship -- Mapping an industry -- Building and editing the channel value chain I: the key principles -- Building and editing the value chain II: a framework for getting started -- Aligning and influencing the channel value chain I: the concept of power -- Aligning and influencing the channel value chain II: focusing on performance -- Stewardship in action I: supplier case studies -- Stewardship in action II: the intermediary's perspective -- Stewarding multiple channels -- The challenges and opportunities of the Internet as a channel -- Integrating the Internet into the multiple-channel solution -- Strategy and implementation of channel stewardship.

Subject Term:

Marketing channels -- Management.

Business logistics.

Physical distribution of goods.

Electronic Access:

Table of contents http://www.loc.gov/catdir/toc/ecip062/2005030893.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020372468	658.87 R196T 2006	1	Searching... Unknown

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Summary

Most distribution channels are outdated and unwieldy, serving neither customers nor channel partners adequately. Despite new technologies that have streamlined many transactions and processes, a general lack of leadership combined with flawed and deeply ingrained structures make distribution channels exceedingly difficult to change. What companies need, says V. Kasturi Rangan, is a new approach to going to market - channel stewardship - that simultaneously addresses customers' best interests and drives profits for all channel partners. In "Transforming Your Go-to-Market Strategy", Rangan shows how any member of a distribution channel can adopt this role and learn how to shape an effective, constantly evolving, and mutually beneficial channel strategy. This book outlines three disciplines that companies must master to navigate the complex distribution environment successfully: map the industry channel, build and edit one's own channel continuously to best serve customers, and alignand influence one's channel value chain to ensure that all parties reap appropriate rewards. Rangan also provides guidance on managing multiple channels, integrating the Internet into a channel strategy, and overcoming common barriers that impede transformation. A fresh approach to designing and managing channels for the long term, this book helps firms expand value for customers, partners, and the bottom line.