Multi-channel strategy in business-to-business markets: Prospects and problems

@article{citeulike:2824158, abstract = {Multi-channel marketing strategy has become a major force in business-to-business distribution channels, especially since the option of Internet-based online channels emerged less than a decade ago. Making products and services available to business markets via a wide array of different channels can provide increased levels of customer choice and service. But the task of coordinating and integrating multiple channels that operate at high levels of efficiency has forced managers responsible for channel management to deal with a variety of challenging issues. These include the role of e-commerce in the multi-channel structure, finding an optimal channel mix, creating synergies across channels, building strategic alliances, creating sustainable competitive advantages, managing more complex supply chains, dealing with conflict, and providing the leadership necessary to attain well integrated multiple channels.}, author = {Rosenbloom, Bert }, booktitle = {Multi-Channel Strategy in B2B Markets}, citeulike-article-id = {2824158}, doi = {http://dx.doi.org/10.1016/j.indmarman.2006.06.010}, journal = {Industrial Marketing Management}, keywords = {e\_commerce}, month = {January}, number = {1}, pages = {4--9}, posted-at = {2008-07-01 16:18:40}, priority = {2}, title = {Multi-channel strategy in business-to-business markets: Prospects and problems}, url = {http://dx.doi.org/10.1016/j.indmarman.2006.06.010}, volume = {36}, year = {2007} }

TY - JOUR ID - citeulike:2824158 L3 - citeulike-article-id:2824158 N2 - Multi-channel marketing strategy has become a major force in business-to-business distribution channels, especially since the option of Internet-based online channels emerged less than a decade ago. Making products and services available to business markets via a wide array of different channels can provide increased levels of customer choice and service. But the task of coordinating and integrating multiple channels that operate at high levels of efficiency has forced managers responsible for channel management to deal with a variety of challenging issues. These include the role of e-commerce in the multi-channel structure, finding an optimal channel mix, creating synergies across channels, building strategic alliances, creating sustainable competitive advantages, managing more complex supply chains, dealing with conflict, and providing the leadership necessary to attain well integrated multiple channels. IS - 1 JF - Industrial Marketing Management EP - 9 TI - Multi-channel strategy in business-to-business markets: Prospects and problems VL - 36 T2 - Multi-Channel Strategy in B2B Markets SP - 4 KW - e_commerce AU - Rosenbloom, Bert PY - 2007/01// UR - http://dx.doi.org/10.1016/j.indmarman.2006.06.010 ER -