Via International - Marketing & brand management

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Pre-order the new book written by our Chairman, Julian Dent:

Distribution Channels- Understanding and Managing Channels to Market

Published by Kogan Page in August this year

FOCUS AREAS

> Channel Strategy

> Channel Management

> Channel Economics

> Channel Compensation

> Channel Trends

> PRM

> Account Management

> Skills & development

> Customer focus

> Marketing & brand management

> Retail channels

> SMB Channels

> Legal & regulatory frameworks

FOCUS AREAS ~ MARKETING & BRAND MANAGEMENT

Channels and routes to market are one element in the marketing mix. Understanding the marketing and brand strategy are critical to making sure the "place" element of the marketing mix is executed correctly and in alignment with the other elements of the mareketing mix. These articles show just how critical the links are and the importance of defining the route to market strategy early on in the marketing thinking. To find out more, contact Michael White on +44 207 585 3399 or mwhite@viaint.com.

Articles

Building solutions for customers

How can you use routes to market to creatively build solutions which meet customer needs? We talk to Lars-Erik Gadde, professor of industrial marketing at Chalmers University of Technology, Sweden.

Malcolm McDonald of Cranfield School of Management: Mapping market segments to channels
Max Hotopf
Over the last 30 years, Professor Malcolm McDonald of Cranfield School of Management has built a worldwide reputation for brilliant, clear thinking. In this interview he talks about the common errors he finds at board-level in many companies and how to avoid them.

Successful marketing through channels and alliances
Guy Swarbrick
Is very difficult to do! It calls for clear thinking, an understanding of what intermediaries want and enthusiastic implementation. So how do you join up the dots?

Arne Nygaard: The franchising alternative
Max Hotopf
Franchising often replaces independent third-party intermediaries, as industries mature and markets become more predictable. Why? How is franchising developing and what are the benefits it offers to suppliers? We talk to Professor Arne Nygaard of the Norwegian School of Management.

Push or pull?
Max Hotopf
What slice of your marketing cake should you invest in creating consumer demand? And how much should you spend on marketing through routes to market? We investigate.

Renovating marketing
Julian Dent
As consultants, we are usually brought in to tackle the big issues where it is possible that no one in house has particular expertise, such as channel strategy. But often what people really want is help with renovating their go-to-market capabilities.

Simon Newman of Barclays Bank: Web is no island
Max Hotopf
Simon Newman, Director of Echannels at Barclays Bank, is the architect of a strategy which has left the bank with 2.3 million registered online users, of whom over 1 million are regular users. This makes it the largest online bank in the UK.

Philip Kotler, Why marketeers should not despair
Max Hotopf
A millennial Angst pervades the souls of many modern marketers. We asked Professor Philip Kotler, the pioneer of modern marketing, whether all the soul-searching is justified. Kotler laid out the basis of marketing in his seminal work Marketing Management. He has written over a dozen books, on every aspect of marketing. He maintains close links with industry, advising companies such as IBM, Merck, GE and Bank of America. He also travels extensively, advising and lecturing to many companies. In addition, he has played a major role in building the Kellogg Graduate School of Management at NorthWestern University into the top US business school for marketing, according to Business Week.

Getting dealers to embrace your brand
Guy Swarbrick
Often dealers whisper your name softly. They may be in denial about their dependence upon you, their main supplier. Yet there are huge mutual benefits if only they can be persuaded to embrace and use the suppliers’ brand. VIA’s Guy Swarbrick shows how.

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