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, doi: 10.1080/0965254X.2010.497845.

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Title Marketers' perceptions of the implementation difficulties of multichannel marketing
Author(s) Valos, Michael
Polonsky, Michael JayORCID iD for Polonsky, Michael Jay
Guersen, Gus
Zutshi, AmbikaORCID iD for Zutshi, Ambika
Journal name Journal of strategic marketing
Volume number 18
Issue number 5
Start page 417
End page 434
Total pages 18
Publisher Routledge
Place of publication Abingdon, England
Publication date 2010-08
ISSN 0965-254X
Keyword(s) strategy implementation
multichannel marketing
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
DOI 10.1080/0965254X.2010.497845
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
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