Introduction to Operational Multichannel Marketing

Chapter 21 presents the structure of Part IV of the textbook. The part begins with Chap. 22 , which deals with the fields of action of pricing and conditions policy in multichannel marketing. Product policy in multichannel marketing is addressed in Chap. 23 . Chapter 24 then discusses communication policy in multichannel marketing. Distribution policy in multichannel marketing is presented in Chap. 25 . Part V concludes with a case study. The multichannel activities of the Otto Group, which pursues a business model equipped with multiple marketing channels almost throughout, are used to illustrate the marketing tasks explained in a practical way and in a current corporate context.