Overview
- Presents multichannel marketing as an integrative system
- Introduces cost and profitability analysis of marketing strategies
- Delves into contracting, product, communication, and distribution policies
Part of the book series: Springer Texts in Business and Economics (STBE)
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About this book
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.”
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
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Keywords
Table of contents (34 chapters)
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Front Matter
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Introduction to Multichannel Marketing
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Front Matter
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Basics of Multichannel Marketing
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Front Matter
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Information Technology Basics of Multichannel Marketing
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Front Matter
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Strategic Multichannel Marketing
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Front Matter
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Authors and Affiliations
About the author
Bernd W. Wirtz holds the Chair of Information and Communication Management at the German University of Administrative Sciences Speyer, Germany.
Bibliographic Information
Book Title: Multichannel Marketing
Book Subtitle: Strategy – Design – Digital Technology
Authors: Bernd W. Wirtz
Series Title: Springer Texts in Business and Economics
DOI: https://doi.org/10.1007/978-3-658-44675-8
Publisher: Springer Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2024
Hardcover ISBN: 978-3-658-44674-1Published: 28 September 2024
Softcover ISBN: 978-3-658-44677-2Due: 12 October 2025
eBook ISBN: 978-3-658-44675-8Published: 27 September 2024
Series ISSN: 2192-4333
Series E-ISSN: 2192-4341
Edition Number: 1
Number of Pages: XIII, 741
Number of Illustrations: 14 b/w illustrations, 275 illustrations in colour
Topics: Marketing, Online Marketing/Social Media, Market Research/Competitive Intelligence