Transforming Your Go-to-market Strategy
(V KASTURI RANGAN, MARIE BELL)
TRANSFORMING YOUR GO-TO-MARKET STRATEGY According to Philip Kotler. Harvard Business School professor Kasturi Rangan is a face to watch out for in the world of marketing. Which is why this has been much awaited book. In this book on distribution, Rangan decries the fact that most distribution channels are constructed from supplier-out, rather than from customer-in. What he means is simple; first the product or services is designed and then the supplier thinks of ways to get it to the customer. There is a flaw in this approach as there could be far more efficient channels which could maximize sales and profitability in the long run. Rangan recommends a new approach, channel stewardship-any member of the distribution can adopt the role of a steward and shape a continuously evolving and mutually beneficial channel strategy.