Přehled o publikaci
2021
Sailing through the channel management: From multi- to omni-channel approach
ŠTRACH, PavelBasic information
Original name
Sailing through the channel management: From multi- to omni-channel approach
Authors
ŠTRACH, Pavel
Edition
Marketing Science & Inspirations, Bratislava, Slovenská republika, Universita Komenského v Bratislave, Fakulta managementu, 2021, 1338-7944
Other information
Language
English
Type of outcome
Article in a journal
Field of Study
50200 5.2 Economics and Business
Country of publisher
Slovakia
Confidentiality degree
is not subject to a state or trade secret
References:
Organization
Škoda Auto Vysoká Škola o.p.s. – Repository
Keywords in English
Distribution Cells; Channel Management; Channel Markteting
Tags
International impact, Reviewed
Changed: 24/9/2024 12:52, Barbora Dobrá
Abstract
V originále
The term channel management or channel marketing has been used since the 1980s for the rather operational integration of third-party distribution with marketing communications in a given distribution channel. Shifting and fluid switching of customers between and across channels means integrating individual dis-tributive cells to the extent that they provide a comprehensive customer experience. For this, the distribution cells must be managed not in parallel (i.e. multi-channel) but synthetic (i.e. omni-channel).
