Efficient Consumer Response (ECR) in Multichannel Marketing

Bernd W. Wirtz
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Bernd W. Wirtz: German University of Administrative Sciences Speyer

Chapter 28 in Multichannel Marketing, 2024, pp 565-583 from Springer

Abstract: Abstract Chapter 28 deals with Efficient Consumer Response in Multichannel Marketing. It begins by discussing the basic framework concepts of ICT systems. The tasks and structure of information and communication systems and information flows in multichannel marketing are explained. Subsequently, the topic of efficient customer response is explained, with a closer look in particular at chain management, efficient replenishment, efficient promotion, and efficient product introduction.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_28

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DOI: 10.1007/978-3-658-44675-8_28

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