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Strategy Definition in Multichannel Marketing

In: Multichannel Marketing

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

Chapter 19 explains the definition of strategy in multichannel marketing. To this end, various types of market cultivation strategies are first presented and defined. Various competitive and customer-oriented strategies are then analyzed in more detail. The chapter concludes with the determination of the multichannel strategy. Here it is necessary to decide whether an isolated channel strategy, a combined channel strategy, or an integrated channel strategy is used.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Strategy Definition in Multichannel Marketing," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 19, pages 419-432, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_19
    DOI: 10.1007/978-3-658-44675-8_19
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