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

Hair, N. and Clark, M., (2012) Multichannel integration evidence from the States and a review of the field. Report. Henley Centre for Customer Management

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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)
Divisions:Henley Business School > Marketing and Reputation
ID Code:82300
Publisher:Henley Centre for Customer Management


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