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Key MBA Models by Dr. Julian Birkinshaw, Ken Mark

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14

Multichannel marketing

In business, channels are the different routes through which a product reaches an end-consumer. For example, you can buy a computer from a specialist retailer, a generalist retailer (like a supermarket), online, or over the phone. Multichannel marketing refers to how a company uses multiple channels at the same time, to reach the widest possible customer base or to be as profitable as possible.

When to use it

  • To evaluate different routes to market, and to decide how to combine them as effectively as possible.
  • To help reinforce your chosen segmentation strategy.
  • To avoid ‘channel conflict’, where two or more channels are offering the same product at different prices.

Origins

The notion that firms sell their products ...

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