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Channel Relationship Management

In: Multichannel Marketing

Author

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

Chapter 29 deals with channel relationship management. First, behavioral relationships in multichannel marketing are considered. In particular, trust and commitment and power in multichannel marketing are discussed. The assignment of roles and incentive design are presented within the behavior management instruments. The chapter concludes with conflict management in multichannel marketing. The central reasons, forms, and consequences of conflicts are explained and strategies for managing conflicts are presented.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Channel Relationship Management," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 29, pages 585-606, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_29
    DOI: 10.1007/978-3-658-44675-8_29
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