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The Multichannel Plan: The Route to Market
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Book Chapter
The Multichannel Plan: The Route to Market
2016
Overview
This chapter discusses how to form a multichannel strategy. It describes how to choose communication channels and reviews simple steps which the marketer can take to develop a more rational channel strategy. They are based on Cranfield's work over a number of years with the blue‐chip members of the Cranfield Customer Management Forum, such as HSBC, BP, British Gas, and IBM. The multichannel strategy process applies equally in business‐to‐business and business‐to consumer contexts, and also to both goods and services. The chapter considers some additional considerations in the case of goods that require physical distribution. Marketing channel decisions for goods are key decisions which involve the choice of an intermediary and detailed consideration of the physical distribution implications of all the alternatives, in addition to the other considerations for both goods and service sectors. The evaluation of distributors is, therefore, of significant importance.
Publisher
John Wiley & Sons, Ltd
Subject
ISBN
9781119217138, 111921713X
