Sailing through the channel management: From multi- to omni-channel approach

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F21%3A00041636" target="_blank" >RIV/29142890:_____/21:00041636 - isvavai.cz</a>

Result on the web

<a href="https://msijournal.com/wp-content/uploads/2021/07/MSI_v16_iss2.pdf" target="_blank" >https://msijournal.com/wp-content/uploads/2021/07/MSI_v16_iss2.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Sailing through the channel management: From multi- to omni-channel approach

Original language description

The term channel management or channel marketing has been used since the 1980s for the rather operational integration of third-party distribution with marketing communications in a given distribution channel. Shifting and fluid switching of customers between and across channels means integrating individual dis-tributive cells to the extent that they provide a comprehensive customer experience. For this, the distribution cells must be managed not in parallel (i.e. multi-channel) but synthetic (i.e. omni-channel).

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Marketing Science & Inspirations

ISSN

1338-7944

e-ISSN

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Volume of the periodical

26

Issue of the periodical within the volume

2

Country of publishing house

SK - SLOVAKIA

Number of pages

2

Pages from-to

52-53

UT code for WoS article

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EID of the result in the Scopus database

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