Winner of the Berry-American Marketing Association Prize for the Best Book of 2010

Richard Lutz, J. C. Penney Professor of Marketing at the University of Florida has this to say about The Distribution Trap: “Though it isn’t a summer beach novel, The Distribution Trap is nevertheless a real page-turner.  Building on the premise that cracking the ‘big-box’ channel is not necessarily the Holy Grail that many marketers assume, the authors make a strong case that marketers of innovations should control the channel themselves.  By so doing, they may forgo some volume, but that is more than offset by higher margins and stronger brand equity.  The Distribution Trap offers a fresh perspective on one of the original decision areas in marketing.”

Learn More about the Berry-AMA Prize Here

© 2010 ART & TJW