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

Kód výsledku v 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>
Výsledek na webu
<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
—

Jazyk výsledku
angličtina
Název v původním jazyce
Sailing through the channel management: From multi- to omni-channel approach
Popis výsledku v původním jazyce
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).
Název v anglickém jazyce
Sailing through the channel management: From multi- to omni-channel approach
Popis výsledku anglicky
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).

Rok uplatnění
2021
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Podobné výsledky(10)