首页 | 本学科首页   官方微博 | 高级检索  
     检索      


Multichannel marketing: Mindset and program development
Authors:Bruce D Weinberg  Salvatore Parise
Institution:a McCallum Graduate School of Business, Bentley College, 212 Morison Hall, 175 Forest Street, Waltham, MA 02452, USA
b Babson College, Babson Park, MA 02457-0310, USA
Abstract:Individual consumers have quickly embraced the practice of using a variety of channels through which to make their purchases, as 65-70% of them are multichannel shoppers. Indeed, multichannel shoppers (defined as those who utilize a variety of different purchasing channels, including bricks-and-mortar stores, the telephone, and the Internet) are now in the majority, and spend significantly more than single-channel shoppers. Given this reality, it is critical that organizations adopt a multichannel mindset and effectively employ a multichannel marketing program, as these can enhance profitability, the customer experience, and customer satisfaction. It is the aim of this article to provide firms with guidance in developing an effective multichannel mindset and in designing a multichannel marketing program for serving end-consumers in business to consumer (B2C) situations.
Keywords:Multichannel marketing  Channel integration  B2C  Internet shopping
本文献已被 ScienceDirect 等数据库收录!
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号