Marketing Challenges and Opportunities in Multi-Channel Distribution

Robert Lembrych-Furtak

Abstract


The aim of the article was to analyse the challenges and opportunities of marketing in the multi-channel distribution. On the basis of the literature, the author tried to present the issue of building the multi-channel brand and specifis of customer relationship management in multi-channel environment. In addition, attention was drawn to the phenomenon of the gradual disappearance of the differences between the channels of distribution and communication channels.



Keywords


multi-channel distribution; branding; marketing communication

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References


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DOI: http://dx.doi.org/10.17951/h.2017.51.2.151
Data publikacji: 2017-08-16 10:52:20
Data złożenia artykułu: 2017-03-19 17:11:18


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