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Design of the Multichannel System

In: Multichannel Marketing

Author

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

Chapter 20 deals with the design of the multichannel system. First, potential channels and sales intermediary strategies are presented. Subsequently, it is explained how the form of the multichannel system can be determined. This is followed by a description of how a marketing channel is selected in the multichannel system. The chapter concludes with an explanation of the selection of sales intermediaries and the selection of suitable cooperation strategies with them.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Design of the Multichannel System," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 20, pages 433-468, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_20
    DOI: 10.1007/978-3-658-44675-8_20
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