Actors, Structures, and Relationships

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

Chapter 4 in Multichannel Marketing, 2024, pp 29-48 from Springer

Abstract: Abstract Chapter 4 examines the players, structures, and relationships in multichannel marketing. Firstly, the vertical and horizontal structures of marketing channels are considered. Finally, the channel flows in multichannel marketing are explained.

Date: 2024
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DOI: 10.1007/978-3-658-44675-8_4

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