• Home
• Library
• DRO home

Marketers' perceptions of the implementation difficulties of multichannel marketing Valos, Michael, Polonsky, Michael Jay, Guersen, Gus and Zutshi, Ambika 2010, Marketers' perceptions of the implementation difficulties of multichannel marketing, Journal of strategic marketing, vol. 18, no. 5, pp. 417-434. Title Marketers' perceptions of the implementation difficulties of multichannel marketing Author(s) Valos, Michael Polonsky, Michael Jay Guersen, Gus Zutshi, Ambika Journal name Journal of strategic marketing Volume number 18 Issue number 5 Start page 417 End page 434 Publisher Routledge Place of publication Abingdon, England Publication date 2010-08 ISSN 0965-254X 1466-4488 Keyword(s) strategy implementation multichannel marketing challenges qualitative research strategic typologies Summary This paper identifies implementation difficulties associated with multichannel marketing as perceived by senior marketers. While, multichannel marketing is being increasingly used because of its revenue enhancing and cost reduction opportunities, it appears more difficult to implement than 'traditional' single channel marketing. Traditional strategy implementation frameworks as typified by Miles and Snow and Porter, do not appear to address the implementation complexities of multichannel strategies especially when considering the dynamism of contemporary external environments. Using the methodology of thematic analysis, three implementation difficulty themes were identified: (1) understanding multichannel customer behaviour; (2) delivering sales, service and pre-purchase information; and (3) dealing with organisational politics and conflict caused by emerging channels. We propose that dynamic strategic frameworks can better address complexity and uncertainty, and overcome implementation difficulties. The paper concludes with general and specific research propositions to test the effectiveness of dynamic strategic frameworks in terms of the three themes. Language eng Field of Research 150503 Marketing Management (incl Strategy and Customer Relations) Socio Economic Objective 900202 Professional, Scientific and Technical Services HERDC Research category C1 Refereed article in a scholarly journal HERDC collection year 2010 Copyright notice ©2010, Taylor & Francis Persistent URL http://hdl.handle.net/10536/DRO/DU:30031274 Document type: Journal Article Collections: Faculty of Business and Law School of Management and Marketing Higher Education Research Group Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 19 Nov 2010, 15:26:52 EST Mon, 22 Nov 2010, 07:44:57 EST Mon, 22 Nov 2010, 14:23:45 EST Mon, 22 Nov 2010, 14:24:51 EST Tue, 23 Nov 2010, 07:33:38 EST Wed, 15 Jun 2011, 10:14:05 EST Thu, 01 Dec 2011, 09:57:50 EST Thu, 01 Dec 2011, 09:59:40 EST Tue, 21 Feb 2012, 10:44:18 EST Filtered Full Access Statistics: 446 Abstract Views, 2 File Downloads  -  Detailed Statistics Created: Fri, 19 Nov 2010, 15:26:49 EST by Katrina Fleming

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.