Design of the Multichannel System

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

Chapter 20 in Multichannel Marketing, 2024, pp 433-468 from Springer

Abstract: Abstract Chapter 20 deals with the design of the multichannel system. First, potential channels and sales intermediary strategies are presented. Subsequently, it is explained how the form of the multichannel system can be determined. This is followed by a description of how a marketing channel is selected in the multichannel system. The chapter concludes with an explanation of the selection of sales intermediaries and the selection of suitable cooperation strategies with them.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_20

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DOI: 10.1007/978-3-658-44675-8_20

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