Structure, people and process challenges of mutichannel marketing : insights from marketers

Valos, Michael J. 2009, Structure, people and process challenges of mutichannel marketing : insights from marketers, Journal of database marketing & customer strategy management, vol. 16, no. 3, pp. 197-206, doi: 10.1057/dbm.2009.21.

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Title Structure, people and process challenges of mutichannel marketing : insights from marketers
Author(s) Valos, Michael J.
Journal name Journal of database marketing & customer strategy management
Volume number 16
Issue number 3
Start page 197
End page 206
Total pages 10
Publisher Palgrave Macmillan
Place of publication London, England
Publication date 2009-09
ISSN 1741-2439
Keyword(s) strategy implementation
multichannel marketing
digital marketing
qualitative research
strategy typologies
Summary The aim of this study was to explore the utility of strategic implementation theory as a guide for dealing with issues marketers face when implementing multichannel marketing. Although marketers attempt to harness the potential of emerging marketing channels, implementation is proving difficult. This is because the complexity of multichannel marketing has implications for existing organisational structures, people and processes. Further, the reliance on external suppliers and vendors in implementing new channels is causing organisational conflict and the development of new management processes. A qualitative research approach using insights from senior marketers of 'Bluechip' organisations was used to identify multichannel marketing implementation difficulties. The major contribution of this article was to show the areas for which strategic implementation theory provides practical implementation guidelines and future research directions.
Language eng
DOI 10.1057/dbm.2009.21
Field of Research 150506 Marketing Theory
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2009
Copyright notice ©2009, Palgrave Macmillan
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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