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

Purpose – Evaluates the utility of strategy typologies as guiding frameworks for multichannel marketing implementation. Design/methodology/approach – Uses qualitative research methodology to identify the implementation issues that managers experience in terms of multichannel marketing, collecting responses from 40 senior marketers, coding the challenges under the headings of strategic, implementation and measurement and further classifying implementation responses into: culture and motivation; structure and control; conflict and cohesion; and external relationships.