{"product_id":"amazon-marketplace-dilemma-joseph-hansen-9780998484600","title":"Amazon Marketplace Dilemma: A Brand Executive's Challenge Growing Sales and Maintaining Control","description":"Brand executives face two key questions in addressing the Amazon marketplace: \u003cp\u003e\u003c\/p\u003e1.Will the brand be sold on the Amazon Marketplace? \u003cp\u003e\u003c\/p\u003e2.If yes, then what distribution approach makes most sense for the brand? \u003cp\u003e\u003c\/p\u003eAs we discuss throughout the book, the decision regarding whether the brand will be sold on the Amazon marketplace is not always solely within a brand's control. It's better to start with the assumption that any popular brand's products will eventually show up for sale on Amazon, whether the brand wants those products there or not. \u003cp\u003e\u003c\/p\u003eThe second question is more complex for brand executives. At its core, this question represents a pivotal \"fork in the road\" that we call the Amazon Marketplace Dilemma. \u003cp\u003e\u003c\/p\u003eThat choice is: Sell TO Amazon vs. Sell ON Amazon. \u003cp\u003e\u003c\/p\u003eWhich of these paths a brand chooses-and the distribution strategy it employs in that domain-will determine a brand executive's issues, challenges and priorities. \u003cp\u003e\u003c\/p\u003eEither option will impact the brand executive's ability to control their brand strategies (e.g., pricing, brand content, marketing, etc.), to generate profits, and to create a stable cadence for managing activities on the Amazon marketplace channel. In our book, we uncover the many considerations involved in developing and implementing the right Amazon distribution strategy for a given brand.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Joseph Hansen, James Thomson\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0998484601\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780998484600\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Buy Box Experts\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/05\/2017\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 156\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.48lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.02h x 5.98w x 0.33d","brand":"Joseph Hansen","offers":[{"title":"Paperback","offer_id":43927279370495,"sku":"9780998484600","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_9836150b-f1b6-44ea-a7e3-2e3fd3ee8876.jpg?v=1681087915","url":"https:\/\/www.whiterainbookhouse.com\/products\/amazon-marketplace-dilemma-joseph-hansen-9780998484600","provider":"WR Book House","version":"1.0","type":"link"}