It is time for U.S. companies to wake up to the destructive mass-marketing theories that have cut their profits, diminished their reputations, and sent American jobs overseas. The Distribution Trap: Keeping Your Innovations from Becoming Commodities is the eye-opener that can help turn things around. Current marketing and distribution notions, the authors contend, have wrongly convinced thousands of U.S. innovators that the sale and distribution of their products and services is better left in the hands of outside forces. By catering to the mass market, innovators are allowing mega-distributors to dilute the value of their products and services, imposing costs and changes in strategic direction and operational control. Fortunately, there are practical steps innovators can take to controlaand retainathe value of their products and services. The first section of the book explains the distribution trap, detailing how it hurts companies by forcing them to reduce costs, often by chasing cheap labor overseas. The second section details how to avoid the trap, it's a lesson U.S. companies ignore at their own peril.Commonwealth University Adcenter, commented on this approach in an article in Advertising Age: John Deere has had many complaints ... John Deere is also cutting the quality on their replacement parts, at least on their lawn and garden equipment which makes me wonder if ... Jones Soda Controlling Your Channels 111.
|Title||:||The Distribution Trap: Keeping Your Innovations from Becoming Commodities|
|Author||:||Andrew R. Thomas, Timothy J. Wilkinson|
|Publisher||:||ABC-CLIO - 2009-12-22|