Omnichannel marketing strategy
Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent format...
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Publishing House of the State University of Management
2019
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| Acceso en línea: | https://doaj.org/article/28d76db861934c3295f017b4fe93e7e2 |
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oai:doaj.org-article:28d76db861934c3295f017b4fe93e7e22021-12-03T07:43:27ZOmnichannel marketing strategy1816-42772686-841510.26425/1816-4277-2019-2-39-45https://doaj.org/article/28d76db861934c3295f017b4fe93e7e22019-04-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/1296https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model.V. I. AleshnikovaT. A. BeregovskayaE. V. SumarokovaPublishing House of the State University of Managementarticlemarketing channelchannel portfoliodigital marketingmultichannel strategyomnichannel strategyomnichannel marketing modelSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 2, Pp 39-45 (2019) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
RU |
| topic |
marketing channel channel portfolio digital marketing multichannel strategy omnichannel strategy omnichannel marketing model Sociology (General) HM401-1281 Economics as a science HB71-74 |
| spellingShingle |
marketing channel channel portfolio digital marketing multichannel strategy omnichannel strategy omnichannel marketing model Sociology (General) HM401-1281 Economics as a science HB71-74 V. I. Aleshnikova T. A. Beregovskaya E. V. Sumarokova Omnichannel marketing strategy |
| description |
Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model. |
| format |
article |
| author |
V. I. Aleshnikova T. A. Beregovskaya E. V. Sumarokova |
| author_facet |
V. I. Aleshnikova T. A. Beregovskaya E. V. Sumarokova |
| author_sort |
V. I. Aleshnikova |
| title |
Omnichannel marketing strategy |
| title_short |
Omnichannel marketing strategy |
| title_full |
Omnichannel marketing strategy |
| title_fullStr |
Omnichannel marketing strategy |
| title_full_unstemmed |
Omnichannel marketing strategy |
| title_sort |
omnichannel marketing strategy |
| publisher |
Publishing House of the State University of Management |
| publishDate |
2019 |
| url |
https://doaj.org/article/28d76db861934c3295f017b4fe93e7e2 |
| work_keys_str_mv |
AT vialeshnikova omnichannelmarketingstrategy AT taberegovskaya omnichannelmarketingstrategy AT evsumarokova omnichannelmarketingstrategy |
| _version_ |
1718373559344037888 |