Contents
Lists of Figures, Tables, Sidebars, and Appendices xix
Preface xxiii
Acknowledgments xxvii
CHAPTER 1
The Omni-Channel Ecosystem
1
Learning Objectives
1
Introduction
1
What Is a Marketing Channel?
3
The Changing Channel Landscape 4
Marketing Channel Actors 6
Manufacturers:
Upstream Channel Members 8
Intermediaries: Middle-Channel Members
9
Wholesalers 9
Retail Intermediaries 9
Specialized Intermediaries 10
End-Users: Downstream Channel Members
10
Combinations
of Channel Members 11
Online Channels
11
From a Multi-Channel to an Omni-Channel World
12
Distinction Between Multi-Channel
and Omni-Channel Marketing
Strategies: Trends Driving the Shift
13
Trend 1: Channel Participants Operate in a Connected World 14
Trend 2: Cross-Channel Shopping 14
Trend 3: Altered Shopping Norms 15
CONtENts
x
Trend 4: Move to Services 15
Trend 5: Targeted Promotions and Customer Insights 16
Channel Strategy Framework
16
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