Controlling Your Brand in the Age of Amazon: The Brand Executive’s Playbook For Winning Online
Book details
Summary
Description
In today's world of retail, most brands:
● don't know the identity of retailers selling their products in online marketplaces;
● don't know where these online resellers sourced inventory of the brand;
● don't know what proportion of inventory going through distributors is redirected to online channels;
● don't adequately police activities involving resellers that offer the brand's products in new multipack quantities defined by the reseller (rather than by the brand);
● can't figure out how its brand is sold in countries where the brand doesn't yet have a distribution program of its own; and
● aren't managing the branding, packaging and UPC labeling of online products adequately to ensure consistency between online and brick-and-mortar inventory.
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