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Multichannel Marketing

Part 1. Marketing Strategy

  1. Adel I. El-Ansary

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01046

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

El-Ansary, A. I. 2010. Multichannel Marketing. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of North Florida, Jacksonville, FL, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Once considered a risky strategy, multichannel marketing has now become the norm, not the exception, in the business arena. Innovative multichannel strategies such as text messaging and Internet stores have allowed companies to more effectively and efficiently segment and reach target markets. In the meantime, target customers evolved into multichannel users desiring to be more active in the buying experience. This combination of suppliers and customers alike desiring to connect with each other propelled the deployment of multiple channel marketing strategy to new heights. The numerous benefits of multichannel marketing to suppliers leading to increased revenue and reduced transaction costs leads one to conclude that the marketer's future viability depends, more than ever before, on the adoption and effective implementation of multichannel strategy.

Keywords:

  • multichannel marketing;
  • market segments;
  • channel formats;
  • store retailing;
  • nonstore retailing;
  • supply side;
  • demand side;
  • conflict;
  • customer experience;
  • effectiveness;
  • efficiency;
  • customer satisfaction