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| Author: | Wikström, S. |
| Title: | From e-channel to channel mix and channel integration |
| Journal: | Journal of Marketing Management
2005 : SEP, VOL. 21:7 - 8, p. 725 753 |
| Index terms: | electronic commerce marketing |
| Freeterms: | e-channel virtual shopping channel mix services |
| Language: | eng |
| Abstract: | The article considers the concept of e-channel. The results of the examination of previous literature show that when measured with market share, the e-channel is not very significant in most areas. However, this new channel seems to boost both consumer power and capability in important ways and in addition to the consumers, the firms perceive the e-channel as promising. This is affected by the fact that consumers nowadays need faster and more affordable services to make their life easier and through this the firms are under the pressure to create an e-channel capable to deliver the services to consumers. Further, it can be seen that the physical channel and e-channel do not compete with but complete each other. The author concludes with the note that in order to fully utilize the e-channel a service provider should consider its strategy of channel mix and integration of channels. |
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