Introduction to Operational Multichannel Marketing

Bernd W. Wirtz
Additional contact information
Bernd W. Wirtz: German University of Administrative Sciences Speyer

Chapter 21 in Multichannel Marketing, 2024, pp 471-472 from Springer

Abstract: Abstract Chapter 21 presents the structure of Part IV of the textbook. The part begins with Chap. 22 , which deals with the fields of action of pricing and conditions policy in multichannel marketing. Product policy in multichannel marketing is addressed in Chap. 23 . Chapter 24 then discusses communication policy in multichannel marketing. Distribution policy in multichannel marketing is presented in Chap. 25 . Part V concludes with a case study. The multichannel activities of the Otto Group, which pursues a business model equipped with multiple marketing channels almost throughout, are used to illustrate the marketing tasks explained in a practical way and in a current corporate context.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_21

Ordering information: This item can be ordered from
http://www.springer.com/9783658446758

DOI: 10.1007/978-3-658-44675-8_21

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().