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Multi‐channel marketing in the retail environment

Dennis L. Duffy (President, Emergence, Asheville, North Carolina, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

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.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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