Distribution Channel Management

Marketing Channels (Coughlan)

1. Marketing Channels — Anne T. Coughlan

Strengths:

• Comprehensive framework (supply/demand drivers, power, conflict, integration)

• Clear structure with strong teaching utility

• Mix of theory and real-world cases

Limitations:

• Limited coverage of digital disruption & platforms

• Dense and lengthy for practitioners

• Needs more current case studies & visuals

2. Platform Revolution — Parker, Van Alstyne & Choudary

Strengths:

• Explains digital platforms, network effects, governance

• Framework for platform strategy and monetization

• Highly relevant for digital marketplaces

Limitations:

• Less on traditional distribution mechanics

• More strategic theory than execution detail

3. Matchmakers — Evans & Schmalensee

Strengths:

• Focus on pricing and economics of multisided markets

• Explains power asymmetries in platform ecosystems

• Practical insight into conflicts Coughlan only partly covers

Limitations:

• Narrower scope (pricing, economics)

• Less guidance on channel management execution

4. Omnichannel Retail (recent works)

Strengths:

• Practical playbooks for integrating online/offline channels

• Strong logistics, last-mile, and customer experience focus

• Brings Coughlan’s frameworks into today’s retail environment

Limitations:

• Execution-driven, lighter on foundational theory

• Rapidly changing — requires constant updating

Recommended Reading Path

1. Start → Marketing Channels (conceptual foundation)

2. Add → Platform Revolution (digital platform logic)

3. Deepen → Matchmakers (pricing & incentives in multisided markets)

4. Apply → Omnichannel Retail (modern execution & case studies)

Bottom Line: Coughlan remains the baseline reference. Supplement with platform and omnichannel works for a full picture of today’s channel strategy.