Case Study Otto Group

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

Chapter 26 in Multichannel Marketing, 2024, pp 549-558 from Springer

Abstract: Abstract Chapter 26 presents a case study on the Otto Group. After an introduction, an overview of the market in which the Otto Group operates is provided. This includes the market and competitive position. Finally, the design of the Otto Group’s multichannel marketing is examined in more detail. This covers the product and program policy, the price and conditions policy, the communication policy, and the distribution policy.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_26

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DOI: 10.1007/978-3-658-44675-8_26

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