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A qualitative study of multi-channel marketing performance measurement issues

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journal contribution
posted on 2008-12-01, 00:00 authored by Michael ValosMichael Valos
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.

History

Journal

Journal of database marketing & customer strategy management

Volume

15

Issue

4

Pagination

239 - 248

Publisher

Palgrave Macmillan

Location

Basingstoke, England

ISSN

1741-2439

eISSN

1741-2447

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2008, Plagrave Macmillan

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