Development of Multichannel Marketing

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

Chapter 3 in Multichannel Marketing, 2024, pp 13-28 from Springer

Abstract: Abstract Chapter 3 deals with the development of multichannel marketing. Firstly, the effect of information and communication technologies on the retail sector is considered. The omni- and cross-channel marketing strategies are then examined. Finally, the success factors of multichannel marketing are presented and the advantages for companies are discussed.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_3

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DOI: 10.1007/978-3-658-44675-8_3

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