Introduction to the Basics of Multichannel Marketing

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

Chapter 2 in Multichannel Marketing, 2024, pp 11-12 from Springer

Abstract: Abstract Chapter 2 provides an overview of the second part of the textbook. This part begins with a description of the development of multichannel marketing. The actors, structures, and relationships in multichannel marketing are then presented. After presenting the framework conditions, the goal system, and challenges, Part II ends with the theoretical foundations of multichannel marketing.

Date: 2024
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DOI: 10.1007/978-3-658-44675-8_2

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