The OmnI-ChAnnel eCOsysTem
2
of the products
and services they offer; the ability to make products and services
available to customers, when and where they want them, is
also a critical and indis-
pensable marketing function and the focus of this book. Each firm must make a
series of decisions, both strategic and tactical, to determine how to distribute its
offerings to ensure they are available to end-customers.
These comprehensive,
firm-to-end-user links essentially function as the routes a firm uses to get its
products and services into the hands of the end-users. Actors within these links
together make up a
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