Amazon Marketplace Dilemma: A Brand Executive`s Challenge Growing Sales and Maintaining Control 9780998484600

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Автор: Thomson James, Hansen Joseph
Название: Amazon Marketplace Dilemma: A Brand Executive`s Challenge Growing Sales and Maintaining Control
ISBN: 9780998484600
Классификация: ISBN-10: 0998484601
Обложка/Формат: Paperback
Страницы: 156
Вес: 0.22 кг.
Дата издания: 05.06.2017
Язык: English
Размер: 229 x 152 x 8
Поставляется из: США
Описание: Brand executives face two key questions in addressing the Amazon marketplace:

1. Will the brand be sold on the Amazon 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 Amazon marketplace is not always solely within a brands control. Its better to start with the assumption that any popular brands products will eventually show up for sale on Amazon, 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 Amazon Marketplace Dilemma.

That choice is: Sell TO Amazon vs. Sell ON Amazon.

Which of these paths a brand chooses-and the distribution strategy it employs in that domain-will determine a brand executives issues, challenges and priorities.

Either option will impact the brand executives 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 Amazon marketplace channel. In our book, we uncover the many considerations involved in developing and implementing the right Amazon distribution strategy for a given brand.

Amazon Marketplace Dilemma: A Brand Executive`s Challenge Growing Sales and Maintaining Control, Thomson James, Hansen Joseph