Multichannel integration evidence from the States and a review of the field

Hair, N. and Clark, M. ORCID: https://orcid.org/0000-0002-7123-4248, (2012) Multichannel integration evidence from the States and a review of the field. Report. Henley Centre for Customer Management

Abstract/Summary

Members of the Henley Centre for Customer Management requested a report on the status of multichannel marketing. The focus of the research examines best practice examples from the United States and a detailed review of the field. The research was conducted over the summer of 2012 and identified over 240 quality articles for inclusion in the review. Using systematic review methodology a number of key themes and respective indicators emerged from the field. Results of the study identified common multichannel platforms, tools that assist management in determining high-quality multichannel decisions, features of consumer behaviour, successful investment decision-making processes, channel optimisation and a review of consumer expectations of a multichannel marketing world.

Item Type	Report (Report)
URI	https://centaur.reading.ac.uk/id/eprint/82300
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Publisher	Henley Centre for Customer Management
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