Presents multichannel marketing as an integrative system Introduces cost and profitability analysis of marketing strategies Delves into contracting, product, communication, and distribution policies

Autorentext

Bernd W. Wirtz holds the Chair of Information and Communication Management at the German University of Administrative Sciences Speyer, Germany.

Inhalt

Part I: Introduction to Multichannel Marketing.- 1. Introduction to Multichannel Marketing.- Part II: Basics of Multichannel Marketing.- 2. Introduction to the Basics of Multichannel Marketing.- 3. Development of Multichannel Marketing.- 4. Actors, Structures, and Relationships.- 5. Framework Conditions of Multichannel Marketing.- 6. Goal System and Challenges of Multichannel Marketing.- 7. Theoretical Foundations of Multichannel Marketing.- Part III: Information Technology Basics of Multichannel Marketing.- 8. Introduction to the Information Technology Basics of Multichannel Marketing.- 9. Information Management and Business Intelligence.- 10. Internet Communication and Human-Machine Applications.- 11. Digital Payment Systems and Security in Multichannel Marketing.- 12. Internet of Things.- 13. Artificial Intelligence and Quantum Computing.- 14. Big Data, Cloud Computing, and Blockchain Technology.- 15. Digital Automation and Robotics.- Part IV: Strategic Multichannel Marketing.- 16. Introduction to Strategic Multichannel Marketing.- 17. Analysis of the Strategic Company Situation.- 18. Market Segmentation in Multichannel Marketing.- 19. Strategy Definition in Multichannel Marketing.- 20. Design of the Multichannel System.- Part V: Operational Multichannel Marketing.- 21. Introduction to Operational Multichannel Marketing.- 22. Pricing and Conditions Policy.- 23. Product Policy.- 24. Communication Policy.- 25. Distribution Policy.- 26. Case Study Otto Group. Part Vi: Coordination of Multichannel Marketing.- 27. Introduction to the Coordination of Multichannel Marketing.- 28. Efficient Consumer Response (ECR) in Multichannel Marketing.- 29. Channel Relationship Management.- 30. Digital Platforms and Sharing Economy.- 31. Digital Ecosystem, Disintermediation, and Disruption.- 32. Organizational Management of Multichannel Marketing.- Part VII: Controlling of Multichannel Marketing.- 33. Auditing and Evaluation of Multichannel Marketing.- 34. Cost and Profitability Analysis.