Individual consumers quickly embraced the practice of using a variety of channels through which to make their purchases, as evidenced by the current average 65-70% of multi-channel shopping. Indeed, multi-buyers (defined as those who use different channels procurement, including brick-and-mortar stores, telephone and internet) are now in the majority, and they spend much more than single-channel shoppers. Given this reality, it is important for organizations to adopt a multi-channel thinking and effective use of multi-channel marketing program, as they can increase profitability, customer service and customer satisfaction. Provides companies with guidance in developing effective multi-channel thinking and the development of multi-channel marketing program for servicing end users in business to consumer (B2C) situations. "Hide
by Bruce D. Weinberg, Salvatore Parise, Patricia J. Guinan Source: Business Horizons 10 pages. Publication Date: September 15, 2007. Prod. #: BH246-PDF-ENG
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