Marketing Challenges and Opportunities in Multi-Channel Distribution
Marketing Challenges and Opportunities in Multi-Channel Distribution
Author(s): Robert Lembrych-FurtakSubject(s): Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Marii Curie-Sklodowskiej
Keywords: multi-channel distribution; branding; marketing communication;
Summary/Abstract: The aim of the article was to analyse the challenges and opportunities of marketing in the multi-channel distribution. On the basis of the literature, the author tried to present the issue of building the multi-channel brand and specifics of customer relationship management in multi-channel environment. In addition, attention was drawn to the phenomenon of the gradual disappearance of the differences between the channels of distribution and communication channels.
Journal: Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia
- Issue Year: LI/2017
- Issue No: 2
- Page Range: 151-158
- Page Count: 8
- Language: English