Multichannel customer management is the design, deployment, coordination, and
evaluation of channels through which firms and customers interact, with the goal of …

Multichannel customer management is “the design, deployment, and evaluation of channels
to enhance customer value through effective customer acquisition, retention, and …

The proliferation of new touchpoints empowers today's customers to design their own
journey from search to purchase. To address this new complexity, we segment customers by …

The proliferation of channels has created new challenges for research, including
understanding how consumers may be segmented with respect to their information search …

The authors develop a model of customer channel migration and apply it to a retailer that
markets over the Web and through catalogs. The model identifies the key phenomena …

A basic yet crucial question is: why should the firm engage in database marketing? We
discuss three fundamental motivations: enhancing marketing productivity, creating and …

Consumers today are using various channels to complete their purchase process. As
shoppers pursue different goals at each stage of the process, channel choice may be …

The growing number of sales channels through which customers can make purchases has
made it imperative for managers to understand how customers decide which channels to …

We develop and test hypotheses regarding the role of social contagion in customer adoption
of new sales channels. We examine two aspects of social contagion (local contagion and …

The US pharmaceutical industry spent upwards of $18 billion on marketing drugs in 2005;
detailing and drug sampling activities accounted for the bulk of this spending. To stay …