The Amazon Marketplace Dilemma

A Brand Executive's Challenge Growing Sales and Maintaining Control

By James Thomson, Joseph Hansen

2017

First Published

3.95

Average Rating

156

Number of Pages

4H44M

Audio Length

Brand executives face two key questions in addressing the Amazon 1. Will the brand be sold on the Amazon Marketplace? 2. If yes, then what distribution approach makes most sense for the brand? As we will 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. The 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. That choice Sell TO Amazon vs. Sell ON Amazon Which 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. Either 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.

Avg Rating

3.95

Number of Ratings

5 STARS

35%

4 STARS

35%

3 STARS

20%

2 STARS

10%

1 STARS

goodreads

Authors

Joseph Hansen (1923–2004) was an American author of mysteries. The son of a South Dakota shoemaker, he moved to a California citrus farm with his family in 1936. He began publishing poetry in the New Yorker in the 1950s, and joined the editorial teams of gay magazines ONE and Tangents in the 1960s. Using the pseudonyms Rose Brock and James Colton, Hansen published five novels and a collection of short stories before the appearance of Fadeout (1970), the first novel published under his own name. The book introduced street-smart insurance investigator Dave Brandstetter, a complex, openly gay hero who grew and changed over the series’s twelve novels. By the time Hansen concluded the series with A Country of Old Men (1990), Brandstetter was older, melancholy, and ready for retirement. The 1992 recipient of the Private Eye Writers of America’s Lifetime Achievement Award, Hansen published several more novels before his death in 2004. Librarian Note: There is more than one author in the Goodreads database with this name. This profile may contain books from multiple authors of this name.