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Efficient Consumer Response (ECR) in Multichannel Marketing

In: Multichannel Marketing

Author

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

Chapter 28 deals with Efficient Consumer Response in Multichannel Marketing. It begins by discussing the basic framework concepts of ICT systems. The tasks and structure of information and communication systems and information flows in multichannel marketing are explained. Subsequently, the topic of efficient customer response is explained, with a closer look in particular at chain management, efficient replenishment, efficient promotion, and efficient product introduction.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Efficient Consumer Response (ECR) in Multichannel Marketing," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 28, pages 565-583, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_28
    DOI: 10.1007/978-3-658-44675-8_28
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