Introduction to the Coordination of Multichannel Marketing

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

Chapter 27 in Multichannel Marketing, 2024, pp 561-563 from Springer

Abstract: Abstract Chapter 27 presents the structure of Part VI of the textbook. This part deals with the coordination of multichannel marketing. Part VI begins with the Efficient Consumer Response (ECR) in multichannel marketing. This is followed by a closer look at channel relationship management and digital platforms and the sharing economy. Finally, the topics of digital ecosystem, disintermediation and disruption and the organizational management of multichannel marketing are discussed.

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_27

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

DOI: 10.1007/978-3-658-44675-8_27

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 ().