Multi‐channel marketing in the retail environment
Article publication date: 1 August 2004
Multi‐channel marketing in the retail environment involves the integration of marketing activities in retail stores, with catalogs and with online marketing. The online component of this is critical to the success of the overall effort and it is becoming more powerful, sophisticated and measurable. This case study chronicles the use of multi‐channel marketing by REI, a 66‐year‐old purveyor of specialty outdoor gear and apparel. The case study shares the essential components of multi‐channel marketing used by REI and how the various components work together.
Duffy, D.L. (2004), "Multi‐channel marketing in the retail environment", Journal of Consumer Marketing, Vol. 21 No. 5, pp. 356-359. https://doi.org/10.1108/07363760410549177
Emerald Group Publishing Limited
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