A qualitative study of multi-channel marketing performance measurement issues

Valos, Michael J. 2008, A qualitative study of multi-channel marketing performance measurement issues, Journal of database marketing & customer strategy management, vol. 15, no. 4, pp. 239-248, doi: 10.1057/dbm.2008.22.

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Title A qualitative study of multi-channel marketing performance measurement issues
Author(s) Valos, Michael J.
Journal name Journal of database marketing & customer strategy management
Volume number 15
Issue number 4
Start page 239
End page 248
Total pages 10
Publisher Palgrave Macmillan
Place of publication Basingstoke, England
Publication date 2008-12
ISSN 1741-2439
Keyword(s) strategy implementation
qualitative research
multi-channel marketing
performance measurement
marketing metrics
Summary The aim of this study was to provide quantitative research propositions for future researchers studying multi-channel marketing performance. The literature suggests that multi-channel marketing is becoming more prevalent and offers many opportunities to organisations. Multi-channel marketing is, however, more complex to implement and measure than 'traditional' single or dual-channel marketing. Thirty-one senior marketing executives from a diverse range of industries were asked to provide a 'single key challenge' in the area of multi-channel marketing. The findings suggest that the main areas of multi-channel marketing measurement problems are: (a) understanding return on channel investment, (b) understanding customer channel preference and (c) isolating individual channel impact. The paper concludes by using both the qualitative findings and implementation theory to provide propositions for future research as well as tentative management Guidelines.
Language eng
DOI 10.1057/dbm.2008.22
Field of Research 150505 Marketing Research Methodology
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2008, Plagrave Macmillan
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017753

Document type: Journal Article
Collection: School of Management and Marketing
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