Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Multi‐channel marketing in the retail environment

Multi‐channel marketing in the retail environment 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Multi‐channel marketing in the retail environment

Journal of Consumer Marketing , Volume 21 (5): 4 – Aug 1, 2004

Loading next page...
 
/lp/emerald-publishing/multi-channel-marketing-in-the-retail-environment-TUuzM0Ox7C
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760410549177
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Aug 1, 2004

Keywords: Marketing strategy; Distribution channels; Markets; Case studies

There are no references for this article.