Getting Multi-Channel Distribution Right

By Kusum L. Ailawadi, Paul W. Farris

Categories: Business & Money

Getting Multi-Channel Distribution Right is a 2020 business book by marketing professors Kusum L. Ailawadi of Dartmouth's Tuck School of Business and Paul W. Farris of the University of Virginia's Darden School, published by Wiley. The authors explain how manufacturers and retailers can design and manage distribution across stores, online marketplaces and direct-to-consumer channels. They cover channel structure, pricing, metrics and conflict between channels, offering practical frameworks for managers.

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• Vijay Govindarajan: “Thought leaders Kusum Ailawadi and Paul Farris new book https://t.co/0Ow5MWVruG is a MUST READ”