Theoretical Foundations of Multichannel Marketing

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

Chapter 7 in Multichannel Marketing, 2024, pp 89-119 from Springer

Abstract: Abstract Chapter 7 discusses various theoretical foundations of multichannel marketing. Firstly, the decision-oriented approach and the system theory approach are explained. Behavioral science approaches are then examined. In particular, the S-O-R model is discussed in more detail. Finally, new institutional economics and the resource theory approach are explored.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_7

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DOI: 10.1007/978-3-658-44675-8_7

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