Introduction to the Coordination of Multichannel Marketing

Chapter 27 presents the structure of Part VI of the textbook. This part deals with the coordination of multichannel marketing. Part VI begins with the Efficient Consumer Response (ECR) in multichannel marketing. This is followed by a closer look at channel relationship management and digital platforms and the sharing economy. Finally, the topics of digital ecosystem, disintermediation and disruption and the organizational management of multichannel marketing are discussed.