Goal System and Challenges of Multichannel Marketing

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

Chapter 6 in Multichannel Marketing, 2024, pp 65-87 from Springer

Abstract: Abstract Chapter 6 deals with the goal system and challenges of multichannel marketing. Firstly, the formulation of multichannel marketing goals and the goal hierarchy are considered. The chapter also deals with the challenges and risks that arise in multichannel management.

Date: 2024
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DOI: 10.1007/978-3-658-44675-8_6

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