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1) Distribution extension. Instead of distributing your books only to bookstores, expand your distribution to other retail outlets such as airport stores, supermarkets and specialty retailers.

2) New channel creation. If you do not have trade distribution or if your distributor does not reach non-traditional markets, your objective becomes building parallel distribution and sales channels to penetrate new segments (libraries, gift shops, book clubs, catalogs, display-marketing companies or home-shopping networks).

3) New business-model development. Seek sales to non-retail buyers such as those in corporations, associations and government agencies.

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