Chapter 4. Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage
Nowhere has technology had a bigger potential impact than in the standard functions that used to be considered under “distribution decisions.” Distribution encompasses all of the activities that need to be performed so that your product’s “offering bundle” is transferred productively from you, the entrepreneurial marketer, to the customers and users who will buy and benefit from the offering. The “offering bundle” includes not only your product or service, but all of the ancillary parts of the bundle that help to mold the perception of the end customer. Packaging, ...
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