Introduction to Multichannel Marketing

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

Chapter 1 in Multichannel Marketing, 2024, pp 3-8 from Springer

Abstract: Abstract Chapter 1 presents an introduction to multichannel marketing. The relevance of multichannel marketing is illustrated. In addition, an overview of the structure and content of the book is outlined.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_1

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DOI: 10.1007/978-3-658-44675-8_1

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