Full Description
Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies.
"Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz' textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance."
Dr. Rainer Hillebrand, Member of the Supervisory Board Otto Group (2019-), Member of the Executive Board of the Otto Group for Strategy, E-Commerce, Business Intelligence (1999-2019)
"Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. The Wirtz' is essential for everyone who is concerned with this highly topical subject in his studies or in practice already."
Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG
Contents
Part I: Introduction to Multichannel Marketing.- 1. Introduction to Multichannel Marketing.- Part II: Basics of Multichannel Marketing.- 2. Introduction to the Basics of Multichannel Marketing.- 3. Development of Multichannel Marketing.- 4. Actors, Structures, and Relationships.- 5. Framework Conditions of Multichannel Marketing.- 6. Goal System and Challenges of Multichannel Marketing.- 7. Theoretical Foundations of Multichannel Marketing.- Part III: Information Technology Basics of Multichannel Marketing.- 8. Introduction to the Information Technology Basics of Multichannel Marketing.- 9. Information Management and Business Intelligence.- 10. Internet Communication and Human-Machine Applications.- 11. Digital Payment Systems and Security in Multichannel Marketing.- 12. Internet of Things.- 13. Artificial Intelligence and Quantum Computing.- 14. Big Data, Cloud Computing, and Blockchain Technology.- 15. Digital Automation and Robotics.- Part IV: Strategic Multichannel Marketing.- 16. Introduction to Strategic Multichannel Marketing.- 17. Analysis of the Strategic Company Situation.- 18. Market Segmentation in Multichannel Marketing.- 19. Strategy Definition in Multichannel Marketing.- 20. Design of the Multichannel System.- Part V: Operational Multichannel Marketing.- 21. Introduction to Operational Multichannel Marketing.- 22. Pricing and Conditions Policy.- 23. Product Policy.- 24. Communication Policy.- 25. Distribution Policy.- 26. Case Study Otto Group. Part Vi: Coordination of Multichannel Marketing.- 27. Introduction to the Coordination of Multichannel Marketing.- 28. Efficient Consumer Response (ECR) in Multichannel Marketing.- 29. Channel Relationship Management.- 30. Digital Platforms and Sharing Economy.- 31. Digital Ecosystem, Disintermediation, and Disruption.- 32. Organizational Management of Multichannel Marketing.- Part VII: Controlling of Multichannel Marketing.- 33. Auditing and Evaluation of Multichannel Marketing.- 34. Cost and Profitability Analysis.
