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Cited by 615

The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.

Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions

Open access
Neslin, Scott A., Shankar, Venkatesh·2009·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2008.10.005
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Abstract

Multichannel customer management is “the design, deployment, and evaluation of channels to enhance customer value through effective customer acquisition, retention, and development” (Neslin, Scott A., D. Grewal, R. Leghorn, V. Shankar, M. L. Teerling, J. S. Thomas, P. C. Verhoef (2006), Challenges and Opportunities in Multichannel Management. Journal of Service Research 9(2) 95–113). Channels typically include the store, the Web, catalog, sales force, third party agency, call center and the like. In recent years, multichannel marketing has grown tremendously and is anticipated to grow even further. While we have developed a good understanding of certain issues such as the relative value of a multichannel customer over a single channel customer, several research and managerial questions still remain. We offer an overview of these emerging issues, present our future outlook, and suggest important avenues for future research.

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Metadata

Authors
Neslin, S. A., & Shankar, V.
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2009-02
Volume
23
Issue
1
Pages
70-81
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1016/j.intmar.2008.10.005
OpenAlex
W2149940534
Cited by
615
References
1
FWCI
82.17
Type
journal article
Language
en
Open access
green

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