Strategy Definition in Multichannel Marketing

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

Chapter 19 in Multichannel Marketing, 2024, pp 419-432 from Springer

Abstract: Abstract Chapter 19 explains the definition of strategy in multichannel marketing. To this end, various types of market cultivation strategies are first presented and defined. Various competitive and customer-oriented strategies are then analyzed in more detail. The chapter concludes with the determination of the multichannel strategy. Here it is necessary to decide whether an isolated channel strategy, a combined channel strategy, or an integrated channel strategy is used.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_19

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DOI: 10.1007/978-3-658-44675-8_19

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