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| Tekijä: | Valos, M. J. (et al.) |
| Otsikko: | Marketers' perceptions of the implementation difficulties of multichannel marketing |
| Lehti: | Journal of Strategic Marketing
2010 : AUG, VOL 18:5, p. 417-434 |
| Asiasana: | strategy marketing channels qualitative research |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the article is to identify the difficulties in implementation of multichannel marketing from the viewpoint of senior managers. Using thematic analysis, the authors identify three themes of implementation difficulties: understanding multichannel customer behavior, delivering sales, service and pre-purchase information and dealing with organizational politics and conflicts caused by emerging channels. The papers suggests that dynamic strategic frameworks could be constructed to overcome the difficulties resulting from complexity and uncertainty. |
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