Multichannel management is an academic concept and research field concerned with the organizational strategies, structures, and processes required to effectively coordinate and optimize the use of multiple, distinct communication and distribution channels. It investigates the organizational challenges and opportunities associated with managing customer interactions and outreach across diverse, potentially independent touchpoints (e.g., physical stores, websites, social media, email). Key characteristics involve the study of organizational design, resource allocation, performance metrics, and operational coordination within a multichannel environment, aiming to enhance customer engagement, expand market reach, and drive business outcomes by leveraging the unique strengths of each channel. Its significance lies in providing theoretical frameworks and practical guidance for organizations navigating the complexities of operating across fragmented customer journeys and operational silos inherent in multichannel approaches.