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Erschienen in:
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2018 | OriginalPaper | Buchkapitel

12. Impact of CRM on Marketing Channels

verfasst von : V. Kumar, Werner Reinartz

Erschienen in: Customer Relationship Management

Verlag: Springer Berlin Heidelberg

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Abstract

This chapter deals with the aspect of CRM strategy implementation in relation to the management of different distribution channels through which companies interact with their customers. Current multichannel-issues that firms are facing nowadays are presented and insights into the management of the respective challenges are provided. In Sect. 12.2, the role of channels in creating and maintaining customer relationships is introduced including a discussion of emerging trends with regard to traditional and electronic channels. Furthermore, related chances and challenges for the implementation and maintenance of CRM are highlighted. The main part of this chapter captures attributes of the design of multichannel offers as well as giving instructions on how to do so successfully. Finally, worthwhile insights into the management of both multichannel systems and shoppers are given.

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Vorheriges Kapitel Campaign Management
Nächstes Kapitel CRM Issues in the Business-To-Business Context
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Metadaten
Titel
Impact of CRM on Marketing Channels
verfasst von
V. Kumar
Werner Reinartz
Copyright-Jahr
2018
Verlag
Springer Berlin Heidelberg
Buch
Customer Relationship Management

Print ISBN: 978-3-662-55380-0

Electronic ISBN: 978-3-662-55381-7

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-3-662-55381-7_12