Introduction to Strategic Multichannel Marketing

Chapter 16 discusses the structure of Part IV of the textbook. This part examines strategic multichannel marketing. The part begins with a situation analysis and then examines how companies can divide the market into individual segments. A company-specific strategy is defined on the basis of the market segmentation. The part concludes with the process of multichannel design, which is developed on the basis of the company situation, the market segmentation, and the multichannel strategy.