Multichannel marketing: strategy - design - digital technology
Wirtz, Bernd W
Multichannel marketing: strategy - design - digital technology - Wiesbaden Springer 2024 - xiii, 741 p. - 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.
“Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.”
(https://link.springer.com/book/10.1007/978-3-658-44675-8)
9783658446741
Marketing
658.872 / WIR
Multichannel marketing: strategy - design - digital technology - Wiesbaden Springer 2024 - xiii, 741 p. - 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.
“Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.”
(https://link.springer.com/book/10.1007/978-3-658-44675-8)
9783658446741
Marketing
658.872 / WIR