The book of the month is

Distribution Channel written by Julian Dent, heads VIA International, a consultancy that helps corporations and franchisers manage their distribution channels.


Distribution represents about 50% of the activities of almost every industry and is critical to a company’s success. Distribution is about accessing and servicing markets and customers, controlling brands, creating differentiation, and improving the business model. Using numerous examples, the book explores the chain that makes technology products and services available for market and explains how to make the most of each step of the process. By defining the role and significance of the various partners involved, including distributors, wholesalers and final-tier channel players, it provides a clear understanding of the entire go-to-market process, whilst also explaining channel partners’ business models and how to engage with them for effective market access.

Distribution is critical to a company’s success.


This book targets those who are involved in the marketing and distribution of products and services, whether they are working for a supplier, a customer, or another player.  It provides a fast track to the issues, measures, relationships and success factors involved in bringing products and services to market. Julian Dent shows how to manage, not only assume, the whole process and to do so in a way that is disciplined, measurable, and successful. So, in this book you will learn:

  • Why distribution is a critical part of every business?
  • What roles different types of distributors play?
  • How suppliers can optimize their distribution?

Julian Dent shows how to manage the whole process and to do so in a way that is disciplined, measurable, and successful.