Abstract

MULTI CHANNEL MARKETING STRATEGY

Rajnish Kumar Mishra*, Devashish Jena, Vishal Agrahari, Saurabh Mishra

Abstract

We enumerate the advantages of multiple channel systems and describe some of their limitations, in particular, potential conflict among the various channels and one channel’s cannibalization of another’s demand. The results reveal that ―online targeting‖, adjusting ―organizational capabilities‖ and ―business models‖ are the biggest improvement opportunities for companies. In particular, the design of a multi-channel distribution system requires a constant trade-off between process integration and separation across multiple channels. In addition, sales and operation decisions are ever more tightly intertwined as delivery and after-sales services are becoming key components of the product offering.

Keywords: Multichannel marketing, Multichannel strategy, Marketing channel, Development market, Strategy implementation.