Channel Relationship Management

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

Chapter 29 in Multichannel Marketing, 2024, pp 585-606 from Springer

Abstract: Abstract Chapter 29 deals with channel relationship management. First, behavioral relationships in multichannel marketing are considered. In particular, trust and commitment and power in multichannel marketing are discussed. The assignment of roles and incentive design are presented within the behavior management instruments. The chapter concludes with conflict management in multichannel marketing. The central reasons, forms, and consequences of conflicts are explained and strategies for managing conflicts are presented.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_29

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DOI: 10.1007/978-3-658-44675-8_29

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