The liberalisation of distribution, global competition, and social and demographic changes have had important repercussions on the management of distribution channels. Getting to know them better and manage them more effectively requires an integral approach that must address many relevant topics: channel analysis and management, trade marketing, category management and distribution partnerships. This approach is typically labelled "Go to Market". This book, developed mainly for teaching purposes, extensively employs boxes and appendixes that feature practical examples and business case studies, many of which were drafted directly by managers and sector experts, in order to create a tighter relationship between students and businesses.
Contents: Part One: Analysis of Distribution Channel Actors. - 1. Commercial Businesses. - 2. Buyer Analysis. - Part Two: Channel Policy Planning.- 3. Distribution Channel Architecture. - 4. The Structure of Distributive Relations. - Part Three: Distribution Channel Management. - 5. Trade Marketing. - 6. Managing Relations: Power and Conflict. - Part Four: Cooperation. - 7. Distributiion Partnership Management. - 8. Category Management. - Part Five: Measurement and Control. - 9. Evaluation of Distribution Performances. - 10. Analysis and Control of Distributors' Activity.
Sandro Castaldo teaches Marketing, Channel Marketing, Retailing and Channel and Brand Management at the Bocconi University in Milan and heads the Marketing Area at the SDA Bocconi School of Management.