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Development of Multichannel Marketing

  • 章节

  • 发表日期：

    2024年

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  • Bernd W. Wirtz

摘要

Chapter 3 deals with the development of multichannel marketing. Firstly, the effect of information and communication technologies on the retail sector is considered. The omni- and cross-channel marketing strategies are then examined. Finally, the success factors of multichannel marketing are presented and the advantages for companies are discussed.