Auditing and Evaluation of Multichannel Marketing

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

Chapter 33 in Multichannel Marketing, 2024, pp 709-724 from Springer

Abstract: Abstract Chapter 33 deals with auditing and evaluation of multichannel marketing. First, the Multichannel 3 + 3 audit and evaluation system with the various assessment areas and assessment levels is considered. The multichannel system audit is then explained. In addition to development criteria and the assessment of measures, the analysis of framework conditions, the review of measures and scorecards are explained in particular. The chapter concludes with multichannel marketing service commitment audit and controlling of customer satisfaction.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-658-44675-8_33

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DOI: 10.1007/978-3-658-44675-8_33

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