Multichannel Marketing

Strategy - Design - Digital Technology
Erscheinungsjahr 2025
ISBN: 978-3-658-44677-2
Verlag: Springer

Buch, Englisch, 741 Seiten, Format (B × H): 155 mm x 235 mm, Gewicht: 1124 g

Reihe: Springer Texts in Business and Economics

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.

Executive Board

Dr. Arno Mahlert,

Zielgruppe

Upper undergraduate

Autoren/Hrsg.

Wirtz, Bernd W.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Part I: Introduction to Multichannel Marketing.- 1. Introduction to Multichannel Marketing.- Part II: Basics of Multichannel Marketing.- 2. Introduction to the Basics of Multichannel Marketing.- 3. Development of Multichannel Marketing.- 4. Actors, Structures, and Relationships.- 5. Framework Conditions of Multichannel Marketing.- 6. Goal System and Challenges of Multichannel Marketing.- 7. Theoretical Foundations of Multichannel Marketing.- Part III: Information Technology Basics of Multichannel Marketing.- 8. Introduction to the Information Technology Basics of Multichannel Marketing.- 9. Information Management and Business Intelligence.- 10. Internet Communication and Human-Machine Applications.- 11. Digital Payment Systems and Security in Multichannel Marketing.- 12. Internet of Things.- 13. Artificial Intelligence and Quantum Computing.- 14. Big Data, Cloud Computing, and Blockchain Technology.- 15. Digital Automation and Robotics.- Part IV: Strategic Multichannel Marketing.- 16. Introduction to Strategic Multichannel Marketing.- 17. Analysis of the Strategic Company Situation.- 18. Market Segmentation in Multichannel Marketing.- 19. Strategy Definition in Multichannel Marketing.- 20. Design of the Multichannel System.- Part V: Operational Multichannel Marketing.- 21. Introduction to Operational Multichannel Marketing.- 22. Pricing and Conditions Policy.- 23. Product Policy.- 24. Communication Policy.- 25. Distribution Policy.- 26. Case Study Otto Group. Part Vi: Coordination of Multichannel Marketing.- 27. Introduction to the Coordination of Multichannel Marketing.- 28. Efficient Consumer Response (ECR) in Multichannel Marketing.- 29. Channel Relationship Management.- 30. Digital Platforms and Sharing Economy.- 31. Digital Ecosystem, Disintermediation, and Disruption.- 32. Organizational Management of Multichannel Marketing.- Part VII: Controlling of  Multichannel Marketing.- 33. Auditing and Evaluation of Multichannel Marketing.- 34. Cost and Profitability Analysis.

Über Autor(innen)

Bernd W. Wirtz holds the Chair of Information and Communication Management at the German University of Administrative Sciences Speyer, Germany.