Going to market
- Distribution channels are value delivery systems
- Innovation in the distribution channel
- The omni-channel revolution
- Omni-channel retailing
The routes that companies use to take their products to market are commonly called distribution channels. These channels usually comprise a number of linked entities that perform specific tasks to enable an efficient and effective connection to be established between a supplier and the end user. Thus, for example, a pharmaceutical company might utilise a variety of channels to reach an end user. Wholesale distributors can be used to sell products to retail chemist shops who then make the product available to the end user. In other cases the pharmaceutical company might sell directly ...