Organizational Management of Multichannel Marketing

Chapter 32 deals with organizational management of multichannel marketing. First, the organizational fields of multichannel marketing are dealt with, with a particular focus on the concept of organization and the multichannel organization. Subsequently, organizational differentiation and organizational integration are considered. In addition to task analysis and synthesis and the process- and object-oriented organization, hierarchy, programs and plans, and self-coordination are dealt with in particular. The chapter concludes with the topic of complexity management. In addition to the causes and consequences of complexity, it deals in particular with ways of reducing and controlling complexity.