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Introduction to Operational Multichannel Marketing

In: Multichannel Marketing

Author

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

Chapter 21 presents the structure of Part IV of the textbook. The part begins with Chap. 22 , which deals with the fields of action of pricing and conditions policy in multichannel marketing. Product policy in multichannel marketing is addressed in Chap. 23 . Chapter 24 then discusses communication policy in multichannel marketing. Distribution policy in multichannel marketing is presented in Chap. 25 . Part V concludes with a case study. The multichannel activities of the Otto Group, which pursues a business model equipped with multiple marketing channels almost throughout, are used to illustrate the marketing tasks explained in a practical way and in a current corporate context.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Introduction to Operational Multichannel Marketing," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 21, pages 471-472, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_21
    DOI: 10.1007/978-3-658-44675-8_21
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