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Organizational Management of Multichannel Marketing

In: Multichannel Marketing

Author

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

Chapter 32 deals with organizational management of multichannel marketing. First, the organizational fields of multichannel marketing are dealt with, with a particular focus on the concept of organization and the multichannel organization. Subsequently, organizational differentiation and organizational integration are considered. In addition to task analysis and synthesis and the process- and object-oriented organization, hierarchy, programs and plans, and self-coordination are dealt with in particular. The chapter concludes with the topic of complexity management. In addition to the causes and consequences of complexity, it deals in particular with ways of reducing and controlling complexity.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Organizational Management of Multichannel Marketing," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 32, pages 677-706, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_32
    DOI: 10.1007/978-3-658-44675-8_32
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