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- W4243650492 abstract "This chapter elaborates on ways to select and prepare a most appropriate multichannel plan for competitive advantage in market. The best form of segmentation for forming multichannel strategy is one based on different customer needs or buying criteria. A thorough understanding of customers’ current channel chains is essential if the channel chains are to be redesigned to provide added value to the customer, lower costs or both. Coverage maps are useful for allocating scarce, expensive channel resource where it is most needed, and making the best use of lower cost channels. The channel curve helps to assess a proposed future channel strategy in terms of what is in it for the customer and what is the likely impact on sales. Understanding of costs information per channel chain is important. The final step before full implementation of a new channel strategy is to pilot any changes to the route to market." @default.
- W4243650492 created "2022-05-12" @default.
- W4243650492 date "2012-01-02" @default.
- W4243650492 modified "2023-09-23" @default.
- W4243650492 title "The Multichannel Plan: The Route to Market" @default.
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- W4243650492 doi "https://doi.org/10.1002/9781119205876.ch10" @default.
- W4243650492 hasPublicationYear "2012" @default.
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