Concepedia

Concept

multichannel marketing

Parents

247

Publications

20.8K

Citations

531

Authors

288

Institutions

About

Multichannel marketing is the strategic utilization of multiple, often distinct, communication and distribution channels to engage target audiences across diversified touchpoints. As an academic concept and managerial practice, it investigates the strategic selection, coordinated management, optimization, and potential interrelationships among these channels, characterized by the deployment of channels that may operate with a degree of operational independence. Its significance resides in its capacity to enhance audience reach, engagement, and conversion by strategically meeting customers across their preferred platforms, thereby aiming to maximize overall campaign effectiveness and potentially generate synergistic effects between channels.

Top Authors

Rankings shown are based on concept H-Index.

BR

Drexel University

VS

Texas A&M University

SA

Dartmouth College

WJ

University of Twente

Top Institutions

Rankings shown are based on concept H-Index.

Drexel University

Philadelphia, United States

University of Wisconsin–Madison

Madison, United States

College Station, United States

Dartmouth College

Hanover, United States

Northwestern University

Evanston, United States