Trade	Higher Ed	Reference	STM
Marketing Channel	Consumer advertising Product metadata via ONIX feed to retailers and wholesalers Some trade promotion Some indexing to Google for SEO (mostly by retailers)	Sales force gains adoption by professor Professor specifies use by student Limited indexing to Google for SEO	Sales force promotes sale to library Full indexes provided to Google to promote findability	www.springer.com - book advertising, in-house trade ONIX and XML feeds to retailers, wholesalers, and aggregators Full-text searching on Google
Sales Channel	Readers buy through online booksellers	Students buy direct Limited sales through retailers (to date)	Sales force receives sale from library	Sales force receives sale from academic, goverment, and corporate libraries
Delivery channel	Downloadable files through retailers and wholesalers	Titles available through online access Downloadable files	Titles available through online access at or through library	Titles available on SpringerLink for faculty, researchers, and students through library

Key Points

Product distribution consists of marketing, sales and delivery channels.

• Marketing channel - the means by which news of the product reaches the buyer. This can encompass advertising, promotion or site merchandising by the publisher or any intermediary. The publisher will support elements of this by providing robust product metadata and marketing messages to the buyer and intermediaries.
• Sales channel - the means by which the sale transaction takes place.  This can be between buyer and publisher, buyer and retailer, publisher and wholesaler, etc.
• Delivery channel - the means by which the product reaches the reader