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This book aims to revisit the "traditional" interaction between
channel strategies and the marketing mix in a connected world. In
particular, it focuses on the following four dimensions in this
context: Consumers, Products, Value Proposition and Sustainability.
Keeping in mind the growing digitalization of business processes in
the retail world and the move towards omni-channel retailing, the
book introduces the state-of-the-art academic and practitioner
studies along these dimensions that could enhance the understanding
of the potential impact that new technologies and strategies can
have on practice in the near future. When launching a new
product/service to market, firms usually consider various
components of the marketing mix to influence consumers' purchase
behaviors, such as product design, convenience, value proposition,
promotions, sustainability initiatives, etc. This mix varies
depending on the specific channel and consumer niche that the firm
is targeting. But this book shows how channel strategy also
influences the effectiveness in utilizing the marketing mix to
attract potential customers.
This book aims to revisit the "traditional" interaction between
channel strategies and the marketing mix in a connected world. In
particular, it focuses on the following four dimensions in this
context: Consumers, Products, Value Proposition and Sustainability.
Keeping in mind the growing digitalization of business processes in
the retail world and the move towards omni-channel retailing, the
book introduces the state-of-the-art academic and practitioner
studies along these dimensions that could enhance the understanding
of the potential impact that new technologies and strategies can
have on practice in the near future. When launching a new
product/service to market, firms usually consider various
components of the marketing mix to influence consumers' purchase
behaviors, such as product design, convenience, value proposition,
promotions, sustainability initiatives, etc. This mix varies
depending on the specific channel and consumer niche that the firm
is targeting. But this book shows how channel strategy also
influences the effectiveness in utilizing the marketing mix to
attract potential customers.
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