Multichannel Marketing

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

in Springer Texts in Business and Economics from Springer

Date: 2024
ISBN: 978-3-658-44675-8
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Chapters in this book:

Ch 1 Introduction to Multichannel Marketing

Bernd W. Wirtz

Ch 2 Introduction to the Basics of Multichannel Marketing

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Ch 3 Development of Multichannel Marketing

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Ch 4 Actors, Structures, and Relationships

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Ch 5 Framework Conditions of Multichannel Marketing

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Ch 6 Goal System and Challenges of Multichannel Marketing

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Ch 7 Theoretical Foundations of Multichannel Marketing

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Ch 8 Introduction to the Information Technology Basics of Multichannel Marketing

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Ch 9 Information Management and Business Intelligence

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Ch 10 Internet Communication and Human–Machine Applications

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Ch 11 Digital Payment Systems and Security in Multichannel Marketing

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Ch 12 Internet of Things

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Ch 13 Artificial Intelligence and Quantum Computing

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Ch 14 Big Data, Cloud Computing, and Blockchain Technology

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Ch 15 Digital Automation and Robotics

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Ch 16 Introduction to Strategic Multichannel Marketing

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Ch 17 Analysis of the Strategic Company Situation

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Ch 18 Market Segmentation in Multichannel Marketing

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Ch 19 Strategy Definition in Multichannel Marketing

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Ch 20 Design of the Multichannel System

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Ch 21 Introduction to Operational Multichannel Marketing

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Ch 22 Pricing and Conditions Policy

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Ch 23 Product Policy

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Ch 24 Communication Policy

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Ch 25 Distribution Policy

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Ch 26 Case Study Otto Group

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Ch 27 Introduction to the Coordination of Multichannel Marketing

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Ch 28 Efficient Consumer Response (ECR) in Multichannel Marketing

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Ch 29 Channel Relationship Management

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Ch 30 Digital Platforms and Sharing Economy

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Ch 31 Digital Ecosystem, Disintermediation, and Disruption

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Ch 32 Organizational Management of Multichannel Marketing

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Ch 33 Auditing and Evaluation of Multichannel Marketing

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Ch 34 Cost and Profitability Analysis

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

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