How can marketing deal efficiently with an omni-channel world?

Akademische Arbeit , 2019 , 12 Seiten , Note: A

BWL - Offline-Marketing und Online-Marketing

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Literature Review
• Discussion
• Case
• Conclusion
• Reference

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This article explores the challenges of implementing an omni-channel marketing strategy in the contemporary business environment. The author examines the implications of this approach, considering its benefits and drawbacks.

• The rise of omni-channel marketing as a response to the changing power dynamics in the market.
• The impact of technology and customer expectations on the need for integrated channels.
• Challenges associated with managing multiple channels, including internal politics and resource allocation.
• The threat of channel cannibalization and the reluctance of some retailers to implement omni-channel strategies.
• The importance of careful planning and execution to ensure success in the omni-channel world.

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: The article begins by outlining the importance of omni-channel marketing in the modern world, highlighting its growing significance for marketers and the challenges associated with implementing a successful strategy. The author cites the American Marketing Association's intellectual agenda and emphasizes the need for careful consideration to avoid potential losses.
• Literature Review: This section defines omni-channel marketing, differentiating it from multi-channel and cross-channel approaches. It explores the historical context and the factors driving the shift towards integrated channels, emphasizing the role of technology and customer behavior.
• Discussion: This chapter delves into the challenges of implementing an omni-channel strategy. The author examines the complexities of managing multiple channels, including internal politics, resource allocation, and the threat of channel cannibalization. It explores the reasons why some retailers hesitate to adopt an omni-channel approach due to concerns about sales cannibalization.

Schlüsselwörter (Keywords)

Omni-channel marketing, channel integration, customer experience, channel cannibalization, risk management, digital transformation, e-commerce, multi-channel, cross-channel.

• Note: A
• Autor: Riyad Aliyev (Autor:in)
• Erscheinungsjahr: 2019
• Seiten: 12
• Katalognummer: V455636
• ISBN (eBook): 9783668891906
• ISBN (Buch): 9783668891913
• Sprache: Englisch
• Produktsicherheit: GRIN Publishing GmbH