Journal article
Multi-channel strategy in business-to-business markets: Prospects and problems
Industrial marketing management, v 36(1)
2007
Abstract
Multi-channel marketing strategy has become a major force in business-to-business distribution channels, especially since the option of Internet-based online channels emerged less than a decade ago. Making products and services available to business markets via a wide array of different channels can provide increased levels of customer choice and service. But the task of coordinating and integrating multiple channels that operate at high levels of efficiency has forced managers responsible for channel management to deal with a variety of challenging issues. These include the role of e-commerce in the multi-channel structure, finding an optimal channel mix, creating synergies across channels, building strategic alliances, creating sustainable competitive advantages, managing more complex supply chains, dealing with conflict, and providing the leadership necessary to attain well integrated multiple channels.
Metrics
Details
- Title
- Multi-channel strategy in business-to-business markets: Prospects and problems
- Creators
- Bert Rosenbloom - Drexel University
- Publication Details
- Industrial marketing management, v 36(1)
- Publisher
- Elsevier
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Web of Science ID
- WOS:000243290700002
- Scopus ID
- 2-s2.0-33751394447
- Other Identifier
- 991019168738004721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Business
- Management