Chapter 6

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 (such as 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.


The notion that firms sell ...

Get 25 Need-to-Know MBA Models now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.