Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies.
“Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.”
Dr. Rainer Hillebrand, Deputy Executive Board Chairman of Otto Group
“Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. ’The Wirtz’ is essential for everyone who is concerned with this highly topical subject in his studies or in practice already.”
Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG

lgrsnf/978-3-658-44675-8.pdf

Multi-Channel-Marketing : Grundlagen - Instrumente - Prozesse

Springer Spektrum. in Springer Fachmedien Wiesbaden GmbH

Gabler-Verlag. in Springer Fachmedien Wiesbaden GmbH

Springer Nature

3., überarbeitete und erweiterte Auflage, Wiesbaden, Germany, 2022

3., überarbeitete und erweiterte Auflage 2022, Wiesbaden, 2022

3rd ed. 2022, Wiesbaden, Wiesbaden, 2022

Germany, Germany

3, 20220725

Preface
Contents
About the Author
Part I: Introduction to Multichannel Marketing
1: Introduction to Multichannel Marketing
Reference
Part II: Basics of Multichannel Marketing
2: Introduction to the Basics of Multichannel Marketing
Reference
3: Development of Multichannel Marketing
3.1 Developments in Distribution and Trade
3.2 Terminology of Multichannel Marketing
Marketing
Marketing Channel
Multichannel Systems
Multichannel Marketing
3.3 Importance of Multichannel Marketing
3.4 Multichannel Marketing Success
3.5 Summary
References
4: Actors, Structures, and Relationships
4.1 Vertical Structure of a Marketing Channel
Definition of a Vertical Structure
Distribution Levels in the Marketing Channel
Manufacturer
Sales Intermediaries
4.2 Horizontal Structure of a Marketing Channel
Actors at the Wholesale Level
Actors at the Retail Level
Forms of Direct Selling
Agent Middlemen
4.3 Channel Flows in Multichannel Marketing
Flows of Goods
Information Flows
Money Flows
4.4 Summary
References
5: Framework Conditions of Multichannel Marketing
5.1 Buying Behavior
Consumer Behavior
Consistent Buying Behavior
Hybrid Buying Behavior
Multi-Optional Buying Behavior
Smart Shoppers
Convenience Shopping
Sales Intermediary Behavior
Buying Center Concept
Single Sourcing
System Sourcing
Global Sourcing
5.2 Market and Competitive Environment
Market Conditions
Conditions of Competition
Horizontal and Vertical Competition
Competition of Channels
Competition of Operating Types
5.3 Legal Framework
Agreements Restricting Competition in the EU
Agreements Restricting Competition in the US
Legal Framework Conditions for Selected Forms of Distribution
5.4 Summary
References
6: Goal System and Challenges of Multichannel Marketing
6.1 Multichannel Marketing Goal System
Multichannel Marketing Goals
Goal Hierarchy
Marketing Goals
Multichannel Marketing Goals
Economic Goals of Multichannel Marketing
Psychographic Goals of Multichannel Marketing
Increasing Customer Lifetime Value As the Overarching Goal
Logistics Performance As an Important Economic Multichannel Marketing Sub-goal
Delivery Time and Availability
Delivery Readiness and Delivery Reliability
Delivery Quality, Delivery Flexibility, and Information Readiness
Overarching Goal of Multichannel Marketing
Components of the End Customer or Intermediary Equity
Explanation of Monetary Variables
Explanation of Psychographic Variables
6.2 Multichannel Marketing Challenges
Opportunities of Multichannel Marketing
Increased Market Coverage and New Customer Acquisition
Customer Loyalty Through Comprehensive Support
Cross-Selling and Higher Share of Wallet
Reducing Dependencies
Optimization of Sales Costs
Resulting Turnover and Profit Increases
Risks of Multichannel Marketing
Irritation/Overstraining of Customers
Conflicts Between Marketing Channels
Internal Conflicts
External Conflicts
Increasing Complexity
Losing Control
Suboptimizations
Specific Challenges of Multichannel Marketing
Achieving Channel Fit
Double Fit of the Multichannel System
External and Internal Fit
Optimizing the Business Relationship
Relationship Marketing As a Long-Term Challenge
Transaction Marketing to Optimize Individual Transactions
Optimizing the Customer Touchpoints
Types of Customer Touchpoints
Goal of Customer Satisfaction
Aiming for Efficiency and Effectiveness Benefits
Success Factors
Consistency of Customer Information
Considered Use of Technology and Personnel
Consideration of Product Characteristics
Consideration of Individual Customer Preferences
6.3 Summary
References
7: Theoretical Foundations of Multichannel Marketing
7.1 Decision-Oriented Approach
Selection of Alternative Courses of Action
Phase Model
Advantages and Disadvantages of the Decision-Oriented Approach
Practical Example “Introduction of a New Marketing Channel”
7.2 Systems Theory Approach
Sociological Systems Theory
System and Environment
Structural Functionalism
Stability and Complexity Reduction
Operational Unity and Autopoiesis
Coordination and Complexity Reduction
Subsystems in Multichannel Marketing
Organizational Design of Multichannel Marketing
Cybernetics
Feedback Loops
Complexity Control
7.3 Behavioral Science Approaches
The S-O-R Model
Activating Processes
Emotions
Motivation
Attitude
Activation
Cognitive Processes
Information Acquisition
Information Processing
Information Storage
Information Overload
Incentive-Contribution Theory
7.4 New Institutional Economics
Transaction Cost Theory
Market, Hierarchy, and Hybrid Form
Specificity
Hold-Up
Underinvestment
Uncertainty
Transaction Frequency
Configuration of Multichannel Systems
Degree of Vertical Integration
Number of Channels Depending on the Investment Specificity
Principal-Agent Theory
Hidden Characteristics
Selection of the Sales Intermediary
Hidden Action
Hidden Intention
Performance Assessment of the Sales Intermediary
7.5 Resource Theory Approach
Resource-Based View
Capability-Based View
Core Competencies
Knowledge-Based View
Dynamic Capabilities Approach
Customer Relationship Capability and Cooperation Capability
Channel Connectivity
7.6 Summary
References
Part III: Information Technology Basics of Multichannel Marketing
8: Introduction to the Information Technology Basics of Multichannel Marketing
References
9: Information Management and Business Intelligence
9.1 Management of Information Resources
Information Requirements Analysis
Static Information
Dynamic Information
Internal Information Resources
Transaction Data and Customer Profiles
Online Communities As an Instrument for Data Collection
External Information Resources
Advantages of Online Data Sources
9.2 Data Currency and Qualification
Data Maintenance
Address Qualification
Outbound Vs. Inbound Marketing
9.3 Data Organization
Data Storage
Databases
Internal, Conceptual/Logical and External Database Level
Data Warehouses and Data Marts
Data Warehouse Architectures
9.4 Business Intelligence
Online Analytical Processing (OLAP)
Drill-Down and Roll-Up
Slice and Dice
Screening and Scoping
Measuring the Success of Marketing Campaigns and Customer Lifetime Value
Data Mining
Classification
Value Prediction
Association Discovery
Sequence Discovery
Segmentation
Visualization
Text Mining and Web Mining
Sentiment Analysis
Web Mining
9.5 Summary
References
10: Internet Communication and Human–Machine Applications
10.1 Fundamentals of Internet Communication
TCP/IP Reference Model
Network Differences
Client–Server Principle
DNS Routing
Task Distribution Between Client and Server
Thin Clients and Fat Clients
Internet Services
The World Wide Web and Email
Security in Data Exchange
Internet Communication Services
10.2 Web Development
Static and Dynamic WWW Documents
Web Programming Languages
Languages for the Development of Static WWW Documents
Languages for the Development of Client-Side Dynamic WWW Documents
Languages for the Development of Server-Side Dynamic WWW Documents
AJAX
Content Management Systems
Intuitive Editing
Layout and Presentation
Revision Control
Permission Management
Publishing Functionality
10.3 Information and Data Exchange
Digital Business Architecture
Data Integration in Multichannel Marketing
Data Exchange in Multichannel Marketing
Automated Ordering and Delivery Processes
Standardization vs. Isolated Systems
Electronic Data Interchange (EDI) and Web Services
Radiofrequency Identification (RFID) and Wireless Sensor Networks
RFID Labels
10.4 Human–Machine Interaction
Human–Machine Interaction Model
Human
Input Level
Interfaces
Machine
Software
Success Factors of Human–Machine Interaction
User-Friendliness
Personalization/Individualization
Networking and Interaction Capability
Security and Reliability
10.5 Summary
References
11: Digital Payment Systems and Security in Multichannel Marketing
11.1 Digital Payment Systems and Applications
Digital Payment Systems
Mobile Payment Systems
SWIFT and P2P Currency Transfer
Digital Payment Process
Digital Payment Success Factors
11.2 Security in Multichannel Marketing
Risk-Resource Cybersecurity Framework
Risks
Resources
Typical Threats in Computer Networks
Cryptography and Firewall
Symmetric Encryption
Asymmetric Encryption
Firewall
11.3 Summary
References
12: Internet of Things
12.1 Basics of the Internet of Things
Relevance of the Internet of Things
Definition of IoT and IoT IT Infrastructure
IoT IT Infrastructure
Product/Service Cloud and Data Centers
Internet Infrastructure and Connectivity
Connected Endpoints
Cybersecurity and Identity Management
Gateways
Standardization
12.2 Applications of the Internet of Things
Factories
Human
Worksites
Cities
Retail Environments
Outside
Smart Home
Vehicles
Offices
Internet of Robotic Things: IoT, Robotics, and Industrial Automation
Opportunities and Challenges of Industry 4.0
5G Network
IoT, Big Data, Cloud Computing, and AI
12.3 Industrial Metaverse and Digital Twins
Definition of the Industrial Metaverse
Relevance of the Industrial Metaverse
Development of the Industrial Metaverse
Structure of the Industrial Metaverse
12.4 IoT User Behavior
Industry
Consumers
12.5 Success Factors of IoT
Digital Business Model Innovation/Diversification Competence
System Technology Competence
Integration Ability of Complex IoT Services
Digital Intelligence Competence
12.6 Summary
References
13: Artificial Intelligence and Quantum Computing
13.1 Artificial Intelligence Concept
AI as a Cross-Sectional Technology
AI and Big Data
Definition of Artificial Intelligence
Turing Test
AI Development Stages
Narrow Artificial Intelligence
General Artificial Intelligence
Super Artificial Intelligence
Learning Approaches of Artificial Intelligence
Machine Learning
Unsupervised Learning
Semi-supervised Learning and Reinforcement Learning
Deep Learning
Use of Hierarchical Levels
Self-Awareness
Theory of Mind and Mentalization
Mental AI
Limited Memory
AI Analytics
Descriptive and Diagnostic Analytics
Predictive Analytics
Prescriptive Analytics
Cognitive Analytics
Logical Representation
Decision Trees
Heuristics
Basics of Machine Learning
Generative AI
Generative AI Capabilities Paradox
AI Companies
Artificial Intelligence Framework
Sense
Comprehend
Act
Application Examples of AI
Predictive Analytics and Data Visualization
Identity Analytics
Knowledge Management
Cognitive Robotics and Systems
Affective Computing
Intelligent Sensor Technology
13.2 AI Applications and Use Cases
Categories of AI Applications
Market Aspects and Market Effects of AI
Industry-Specific Effects of AI
13.3 Opportunities and Risks of AI
Opportunities of Artificial Intelligence
Technological/Analytical and Data-Related AI Opportunities
Informational and Communicative AI Opportunities
Economic AI Opportunities
Societal AI Opportunities
Ethical AI Opportunities
Legal and Regulatory AI Opportunities
Risks of Artificial Intelligence
Technological/Analytical and Data-Related AI Risks
Informational and Communicative AI Risks
Economic AI Risks
Societal AI Risks
Ethical AI Risks
Legal and Regulatory AI Risks
13.4 Artificial Intelligence Governance
5-Stage Model of AI-Based Governance
Human-Led
Human-Led AI Machine-Assisted
AI Machine-Led Human-Assisted
AI Machine-Controlled Machines
AI Machine-Controlled Humans
Current AI Development
Strategic AI Governance
AI Regulation Process
Technological/Analytical and Data-Based AI Governance
Informational and Communicative AI Governance
Economic AI Governance
Societal and Ethical AI Governance
Legal and Regulatory AI Governance
Strategic AI Governance Agenda
Case Studies Artificial Intelligence: DeepMind and OpenAI
Case Study Artificial Intelligence: DeepMind
DeepMind AI in Natural Science Research
AlphaGo and AlphaZero
Case Study Artificial Intelligence: OpenAI
OpenAI’s Generative Pre-trained Transformer GPT and the ChatGPT and DALL-E Programs
13.5 Quantum Computing
Basics of Quantum Computing
Quantum Supremacy
Functionality of Quantum Computing
Entanglement
Superposition
Parallelism
Quantum Computer Applications
Quantum Computer Hardware
Quantum Software
Application Examples in the Context of Digital Business
Quantum Applications in Cryptography
Quantum Applications in Chemistry
Quantum Applications in Investment
Quantum Computing Companies
13.6 Summary
References
14: Big Data, Cloud Computing, and Blockchain Technology
14.1 Big Data
Applications and Uses of Big Data Analyses
Big Data Architecture
Data Sources
Data Content Format
Data Type
Data Acquisition
Data Management
Data Analytics
Data Visualization
Big Data Governance
14.2 Cloud Computing
Basics of Cloud Computing
Device and Location Independency
Scalability and Elasticity
Security in Cloud Computing
Vendor Lock-In
Types of Clouds and Cloud Service Models
Public Cloud
Private Cloud
Hybrid Cloud
Community Cloud
IaaS, PaaS, and SaaS
Market Aspects of Cloud Computing
Cloud Computing Companies
14.3 Blockchain
Basics of Blockchain Technology
Transactions in the Blockchain
The Five Layers of Blockchain Technology
Market Aspects of Blockchain Technology
Applications of Blockchain Technology
Case Study Blockchain: Bitcoin
The Development of Bitcoin
Bitcoin Mining
Bitcoin Usage
Bitcoin Price History
Bitcoin Criticism
14.4 Summary
References
15: Digital Automation and Robotics
15.1 Basics of Digital Automation and Robotics
Definition of Automation
Categories of Digital Automation
Software Automation
Robotization/Mechatronic Automation
15.2 Development of Digital Automation and Robotics
Development of Mechatronic and Software-Based Automation
Market Aspects of Digital Automation
Market Potential of Robotics
Automation Potential by Industry
Automation Potential by Occupational Group
15.3 Applications of Digital Automation and Robotics
Digital Software Automation
Digital Process Automation (DPA)
Business Process Automation (BPA)
Robotic Process Automation (RPA)
Robot-Based Mechatronic Automation
Industrial/Agricultural Robot
Medical Robots
Social Robots
Military/Combat Robots
Police/Rescue Robots
Service Robots
Autonomous Mobility Robots
Categorization of Robot-Based Automation
15.4 Processes and Functionalities of Digital Automation and Robotics
Stages of Digital Automation and Robotics
Autonomous Driving
Functional Logic of Software-Based Automation
System Architecture of Robot-Based Automation
Programming Environment
Robot Control
Robotic Devices/Modules
3-Level Model of Human–Robot Interaction
Human Level
Interaction Level
Robotic Level
15.5 The 5-Component Model of Digital Automation
4-Level Model of Digital Automation Intensity
Capability Pyramid of Digital Automation
5-Phase Model of Digital Automation
First Phase: Basic Robot Automation
Second Phase: Advanced Robot Automation
Third Phase: Algorithm Automation
Fourth Phase: Hybrid Augmentation Automation
Fifth Phase: Superior Autonomy Automation
Strategy Types of Digital Automation
5-Component Model of Digital Automation
15.6 Opportunities, Risks, and Governance of Digital Automation and Robotics
Opportunities and Risks of Digital Automation
Governance of Digital Automation
15.7 Summary
References
Part IV: Strategic Multichannel Marketing
16: Introduction to Strategic Multichannel Marketing
References
17: Analysis of the Strategic Company Situation
17.1 External Influencing Factors
Macro Environment
Task Environment
Analyzing Demand Behavior
Derived Demand
Competitor Analysis
Analyzing the Marketing Channel Potential
17.2 Internal Influencing Factors
Value Chain Analysis
Primary and Supporting Activities
Multichannel-Specific Aspects of the Value Chain
Importance of Supporting Value Activities
Strengths and Weaknesses Profile
17.3 SWOT Analysis
17.4 Summary
References
18: Market Segmentation in Multichannel Marketing
18.1 Geographic Market Segmentation
Macrogeographic Segmentation
Microgeographic Segmentation
18.2 Sociodemographic Market Segmentation
Demographic Segmentation Versus Socioeconomic Segmentation
18.3 Behavioral Market Segmentation
Segmentation According to Behavioral Characteristics
18.4 Psychographic Market Segmentation
Segmentation Based on Attitudes
Segmentation Based on Personality Attributes
Lifestyle-Based Segmentation
18.5 Benefits Segmentation
The Four Phases of Benefits Segmentation
18.6 Summary
References
19: Strategy Definition in Multichannel Marketing
19.1 Definition and Types of Market Cultivation Strategies
Undifferentiated Market Cultivation Strategy
Importance of Multichannel Marketing
Opportunities for Undifferentiated Market Cultivation
Risks of Undifferentiated Market Cultivation
Change of Market Cultivation Strategy
Differentiated Market Cultivation Strategy
Importance of Multichannel Marketing
Total Versus Partial Segmentation
Opportunities for Differentiated Market Cultivation
Risks of Differentiated Market Cultivation
Concentrated Market Cultivation Strategy
Importance of Multichannel Marketing
Opportunities for Concentrated Market Cultivation
Risks of Concentrated Market Cultivation
19.2 Definition of Competitive and Customer-Oriented Strategies
Competitive Strategies
Passive Competitive Behavior
Active Competitive Behavior and Typology Dimensions
Imitative Versus Innovative Behavior
Competition-Avoiding Versus Competition-Facing Behavior
Conflict Strategy
Cooperation Strategy
Avoidance Strategy
Adaptation Strategy
Importance of Multichannel Marketing
Customer-Oriented Strategies
Preference and Price-Quantity Strategies
Importance of Multichannel Marketing
Customer-Oriented Strategies According to Porter
19.3 Determining the Multichannel Strategy
Isolated Channel Strategy
Combined Channel Strategy
Integrated Channel Strategy
19.4 Summary
References
20: Design of the Multichannel System
20.1 Potential Channels and Sales Intermediary Strategy
Adaptation Strategy
Circumvention Strategy
Conflict Strategy
Cooperation Strategy
20.2 Determining the Form of the Multichannel System
Determination of the Number of Distribution Levels
Decision on Positioning
Determining the Degree of Differentiation
20.3 Marketing Channel Selection in a Multichannel System
Determinants of Marketing Channel Selection
Qualitative Methods of Marketing Channel Selection
Quantitative Methods of Marketing Channel Selection
Selection Decision and Consideration of the Need for Adaptation
20.4 Selection of Sales Intermediaries
Identification of Potential Sales Intermediaries
Criteria for Sales Intermediary Segmentation
Qualitative Methods of Sales Intermediary Selection
Quantitative Methods of Sales Intermediary Selection
Determination of Distribution Intensity
20.5 Determining the Cooperation Strategy with Sales Intermediaries
Distribution via Commission Agents
Authorized Retailer and Franchise Systems
Distribution Restraints and Exclusive Dealing
Strategic Sales Alliances and Partnerships
Networks
20.6 Summary
References
Part V: Operational Multichannel Marketing
21: Introduction to Operational Multichannel Marketing
Reference
22: Pricing and Conditions Policy
22.1 Basics of Pricing and Conditions Policy
Pricing Policy
Conditions Policy
22.2 Pricing and Conditions Policy in Vertical Marketing
Pricing Policy in Vertical Marketing
Conditions Policy in Vertical Marketing
22.3 Pricing and Conditions Policy in Multichannel Marketing
Conditions Policy in Multichannel Systems
22.4 Summary
References
23: Product Policy
23.1 Basics of Product Policy
Basics of the Product Concept
Product Core and Extended Product
Product, Product Line, and Product Program
Product Breadth and Product Depth
Responsibilities of Product Policy
Product Innovation
Management of the Product Life Cycle
Packaging Design
Branding Policy
Service Policy
Product Allocation to Marketing Channels
23.2 Product Policy in Vertical Marketing
Product Development
Measures for Product Development
Management of the Product Life Cycle
Packaging Design
Branding Policy
Special Function of the Brand for Sales Intermediaries
Service Policy
Pre-Sales, Sales, and After-Sales
23.3 Product Policy in Multichannel Marketing
Product Development for Multiple Channels
Product Life Cycle Management in Multichannel Systems
Packaging Design in Multichannel Marketing
Branding Policy in Multichannel Marketing
Advantages of Uniform Brand Management
Advantages of Differentiated Brand Management
Service Policy in Multichannel Marketing
Customer Service Strategies in Multichannel Marketing
Integrated Service Policy
Product Allocation to Marketing Channels
Product Goals and Strategies
Functional Suitability
Channel-Product Program Fit
Category Management
Category Management in Multichannel Marketing
23.4 Summary
References
24: Communication Policy
24.1 Basics of Communication Policy
General Communication Process
Multi-Level Communication
Personal Versus Impersonal Communication
Instruments of Communication Policy
24.2 Communication Policy in Vertical Marketing
Differences in Communication Toward End Customers and Sales Intermediaries
End-Customer-Oriented Communication Tools
Sales Intermediary-Oriented Targets
Brand Commitment
Involve the Objectives of the Sales Intermediaries
Basic Strategies of Communication Policy in Vertical Marketing
Push Strategy
Pull Strategy
Instruments of the Push Strategy
Sales Promotion
Trade Fairs and Exhibitions
Instruments of the Pull Strategy
Traditional Advertising
Sponsoring
Combination of Push and Pull Strategies
24.3 Communication Policy in Multichannel Marketing
Standardization Versus Differentiation
Standardization at Dallmayr
Differentiation at Nike
Advantages and Disadvantages of Standardization
Integrated Communication Policy in Multichannel Marketing
Aims and Aspects of Integrated Communication
Content Integration
Formal Integration
The Importance of Integrated Communication for Brand Management
Convincing Sales Intermediaries
Training Programs
Trade Fairs and Exhibitions
Relationship Management
The Importance of Direct Communication Is Increasing
Integration of End Customers
Overall Communication Strategy
Corporate Identity
Corporate Design, Communication, and Behavior
24.4 Summary
References
25: Distribution Policy
25.1 Basics of Distribution Policy
Content and Objectives of Distribution Policy
Warehousing
Picking/Packing
Transportation
Order Processing
Factors Influencing the Distribution Structure
Product-Specific Influencing Variables
Organizational Influencing Factors
External Influencing Factors
25.2 Distribution Policy in Vertical Marketing
Warehousing
Choice of Location
Own Versus External Warehousing
Determination of the Product Range to Be Stocked
Determination of Stock Levels
Picking/Packing
Technological Support
Environmental Aspects
Transportation
Own Transportation
Hybrid Forms
Third-Party Transportation
Selection of the Right Means of Transportation
Tour Planning
Order Processing
Importance of Information and Communication Systems
Cost Savings Possible
25.3 Distribution Policy in Multichannel Marketing
Warehousing
Outsourcing of Warehousing and Transportation Services
Warehousing for Direct and Indirect Channels
Streamlining and Pooling of Storage Systems
Higher Safety Stocks Required
Picking/Packing
Small Product Shipments with High Shipping Costs
Transportation
Increased Complexity Through Direct Channels
Utilization of Economies of Scale
Order Processing
Information Systems Coordinate Order Processing
25.4 Summary
References
26: Case Study Otto Group
26.1 Introduction
Relevance of Multichannel Marketing
26.2 Market Overview
Market and Competitive Position
Distribution of Otto Group Employees
Development of Multichannel Marketing
Development of Traditional Distribution
Development of Digital Distribution
26.3 Design of the Otto Group’s Multichannel Marketing
Product and Program Policies
Service Policy
Price and Conditions Policy
Price Differentiation
Communication Policy
Standardized Slogans
Push and Pull Strategies
Distribution Policy
Services
Integration of Digital Business
26.4 Summary
References
Part VI: Coordination of Multichannel Marketing
27: Introduction to the Coordination of Multichannel Marketing
Reference
28: Efficient Consumer Response (ECR) in Multichannel Marketing
28.1 Basic Framework Conditions of ICT Systems
Tasks and Structure of Information and Communication Systems
Information Flows in Multichannel Marketing
Categorization of Information Flows
Unidirectional Versus Multidirectional Information Flows in Multichannel Marketing
Information Flows for Successful Management
28.2 ECR in Multichannel Marketing
Four Basic Strategies of ECR
Category Management
Focus on the Customer in Category Management
Category Management in Multichannel Marketing
Cyclical Process in Category Management
Category Definition, Roles, and Assessment
Category Scorecard and Strategy
Category Tactics, Implementation, and Review
Efficient Replenishment
Efficient Promotion
Efficient Product Introduction
28.3 Summary
References
29: Channel Relationship Management
29.1 Behavioral Relationships in Multichannel Marketing
Trust and Commitment
Effects of Trust
Influence of Information and Communication Policy
Power in Multichannel Marketing
Power Relationships in Multichannel Marketing
Five Bases of Power
Effects of Exercising Power
Necessity of Acceptance by the Subordinates
29.2 Behavior Management Instruments
Assignment of Roles
Divergences Between Role Expectations and Role Behavior
Roles as Stabilizing Elements
Inflexible Role Behavior
Creating Clarity About the Roles
Marketing Channel Performance and Customer Definition
Incentive Design
Basics of Incentive Design
Credible Channel Policy
Supporting Measures for Market Development
Supplemental Contact
End-User Encouragements
Complex Incentive Systems
29.3 Conflict Management in Multichannel Marketing
Central Causes, Forms, and Consequences of Conflicts
Different Causes of Conflict
Forms of Conflicts Between Manufacturer and Sales Intermediary
Effects of Conflicts
Conflict Management Strategies
Preventive Conflict Management
Situational Conflict Management
Conflict Strategies
29.4 Summary
References
30: Digital Platforms and Sharing Economy
30.1 Basics of Platform Economics
Platform Components and Advantages of Platforms
Advantages of Platforms
Platform Characteristics
Interactions on a Platform Environment
Comparison of Platform Providers
Platform Functionality and Strategies
Case Study Platform Economy: Amazon
30.2 Sharing Economy
Shareconomy and Sharing Strategies
SSU Sharing Platform Model
Applications of the Shareconomy
Case Study Shareconomy: Airbnb
30.3 Summary
References
31: Digital Ecosystem, Disintermediation, and Disruption
31.1 Digital Ecosystem
Definition of Digital Ecosystem
Cooperation and Competition
Ecosystem Perspective
Digital Ecosystem Structure
Integrated Digital Ecosystem Framework
Digital Ecosystem Structure: Organizational Models
Governance Model
Collaboration Model
Interaction and Services Model
Digital Ecosystem Technical Infrastructure: Operational Models
Software Infrastructure Model
Physical Infrastructure Model (Hardware)
31.2 Digital Disintermediation
Basics of Digital Disintermediation
The Internet and Its Potential for Digital Disintermediation
Opportunities and Risks of Digital Disintermediation
Digital Disintermediation Case Study: HelloFresh
31.3 Digital Disruption
Forms of Digital Disruption
Digital Migration
Digital Conversion
Digital Disruption
Nine-Level Model of Digital Disruption
Level 1: Digital Disruption Enabling IS Technology Network
Level 2: Forms of Digital Disruption
Level 3: Market Contestability for Digital Disruption
Level 4: Transition Intensity of Digital Disruption
Level 5: Phases of Digital Disruption
Level 6: Types of Technology-Enabled Digital Disruption Strategies
Level 7: Digital Disruption-Driven Organizational/Business Model Transformation
Level 8: Value Constellation of Digital Disruption
Level 9: Impact of Digital Disruption—Value Migration
Value Creation Models in the Context of Digital Disruption
Value Migration
Business Migration
Integrator Approach
Layer Specialist Approach
Coordinator/Orchestrator Approach
Pioneer/Market Maker Approach
Entrepreneurial Strategies for Digital Disruption
Digital Disruption Case Study: Netflix
31.4 Summary
References
32: Organizational Management of Multichannel Marketing
32.1 Organizational Fields of Multichannel Marketing
The Concept of Organization
Formal and Informal Rules
Multichannel Organization
Intra-Channel Organization
Inter-Channel Organization
32.2 Organizational Differentiation
Task Analysis and Synthesis
Process- and Object-Oriented Organization
Functional Organization
Multichannel Marketing in a Functional Organization
Channel Manager
Multichannel Manager
Object-Oriented Organization
Management of Divisional Organizations
Multichannel Marketing and Object Orientation
Coordination of Marketing Channels with Divisional Organization
32.3 Organizational Integration
Concept and Task of Integration
Integration in Multichannel Marketing
Integration Instruments
Hierarchy
Functionality of the Hierarchical Integration
Single-Line Organization
Advantages and Disadvantages of the Single-Line Organization
Line-Staff Organization
Multichannel Manager in the Line Organization
Multichannel Manager as a Staff Position
Multichannel Managers as Line Managers
Multi-Line Organization
Matrix Organization
Conflicts in the Matrix Organization
Disadvantages of the Matrix Organization
Tensor Organization
High Integration Requirements
Programs and Plans
Program Types
Conditional Programs
Conditional Programs in Multichannel Marketing
Management-by-Objectives as a Purpose Program
Advantages of MbO
MbO in Multichannel Marketing
Potential of MbO
Self-coordination
Principle of Self-Coordination
Group Organization
Advantages of Group Organization
Disadvantages of Group Organization
Types of Group Organization
Committees as an Integration Tool in Multichannel Marketing
Multichannel Marketing Team
32.4 Complexity Management
Causes of Complexity
Concept of Complexity
Necessity of Complexity
Complexity Management in Multichannel Marketing
Element Complexity in Multichannel Systems
Relational Complexity in Multichannel Systems
Consequences of Complexity
Shift in

Steigende Kundenansprüche und Innovationen im Internetvertrieb erfordern ein zielgerichtetes Management sowie eine flexible Ausgestaltung multipler Absatzkanäle. Durch Multi-Channel-Marketing lassen sich dabei herausragende Wettbewerbsvorteile erzielen. Dieses Buch gibt einen umfassenden und systematischen Überblick über die Grundlagen sowie das Management von Multi-Channel-Marketing. Die 3. Auflage versteht Multi-Channel-Marketing als ein integratives Marketingsystem.

2024-09-29