Multichannel Marketing
Strategy – Design – Digital Technology
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Beschreibung
Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies.
Dr. Rainer Hillebrand, Member of the Supervisory Board Otto Group (2019-), Member of the Executive Board of the Otto Group for Strategy, E-Commerce, Business Intelligence (1999-2019)
“Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. The Wirtz’ is essential for everyone who is concerned with this highly topical subject in his studies or in practice already.”
Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG
Presents multichannel marketing as an integrative system Introduces cost and profitability analysis of marketing strategies Delves into contracting, product, communication, and distribution policies
Autor*in
Bernd W. Wirtz
Themen in »Multichannel Marketing«
Distribution strategy Communications strategy Multichannel strategies Product strategies Operational multichannel marketing Sales channels Information management Business intelligence Data mining Blockchain eCommerce Cloud computing Big data