Marketplace Dilemma A Brand Executive Challenge Growing Sales and Maintaining Control James Thomson Joseph Hansen 9780998484600 BooksFree PDF ReaderMarketplace%20Dilemma%20A%20Brand%20Executive%20Challenge%20Growing%20Sales%20and%20Maintaining%20Control%20James%20Thomson%20Joseph%20Hansen%209780998484600%20Books DFM
Brand executives face two key questions in addressing the marketplace
1. Will the brand be sold on the Marketplace?
2. If yes, then what distribution approach makes most sense for the brand?
As we discuss throughout the book, the decision regarding whether the brand will be sold on the marketplace is not always solely within a brand’s control. It’s better to start with the assumption that any popular brand’s products will eventually show up for sale on , whether the brand wants those products there or not.
The second question is more complex for brand executives. At its core, this question represents a pivotal “fork in the road†that we call the Marketplace Dilemma.
That choice is Sell TO vs. Sell ON .
Which of these paths a brand chooses—and the distribution strategy it employs in that domain—will determine a brand executive’s issues, challenges and priorities.
Either option will impact the brand executive’s ability to control their brand strategies (e.g., pricing, brand content, marketing, etc.), to generate profits, and to create a stable cadence for managing activities on the marketplace channel. In our book, we uncover the many considerations involved in developing and implementing the right distribution strategy for a given brand.
James Thomson, Joseph Hansen, Marketplace Dilemma A Brand Executive's Challenge Growing Sales and Maintaining Control,Buy Box Experts,0998484601,BUSINESS ECONOMICS / Consulting
Marketplace Dilemma A Brand Executive's Challenge Growing Sales and Maintaining Control [James Thomson, Joseph Hansen] on . Brand executives face two key questions in addressing the marketplace 1. Will the brand be sold on the Marketplace? 2. If yes
Product details
|
