Framework Conditions of Multichannel Marketing

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

Chapter 5 in Multichannel Marketing, 2024, pp 49-63 from Springer

Abstract: Abstract Chapter 5 examines the framework conditions of multichannel marketing. Firstly, buying behavior is considered. The market and competitive environment and the resulting influences on multichannel marketing are then explained. Finally, the legal framework conditions for selected forms of distribution are examined.

Date: 2024
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DOI: 10.1007/978-3-658-44675-8_5

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