Anne T. Coughlan, Northwestern University
Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability. Anne Coughlan will apply a channel-analytic lens to this problem, identifying what “omni” does (and does not) mean and the implications of a pure “omni” approach for the brand’s overall distribution channel strategy and success. This lens suggests a balanced assessment of the pros and cons of an omni-channel, omni-marketing strategy – leading to a more nuanced guideline for “going omni” in the channel strategy space.
Related ConferenceApr 03 – 05, 2019
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