Implementation of Multi-Channel Marketing in a Digital Environment

by Simelane, Buhle
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Simelane, Buhle Implementation of Multi-Channel Marketing in a Digital Environment
Simelane, Buhle - Implementation of Multi-Channel Marketing in a Digital Environment

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The digital world along with new communication devices and platforms is changing consumer patterns. The growing role of the digital environment in consumer behaviour provides companies with exploding volumes of data and new methods to interact with customers. Not only does this transformation revolutionise consumer markets, but it also induces major changes in industrial marketing practice. Although multichannel marketing is being increasingly used by organisations as a result of its revenue and cost benefits, its implementation is complicated by the diversity of channels in a digital environment. This descriptive study seeks to understand what are the major challenges faced by organisations in the implementation of multichannel marketing in a digital environment. It also try to identify whether these South African organisations have developed plans or solutions to address these challenges. Data was collected using a web survey, it targeted business leaders and specialist in a variation of industries across South Africa. This survey was done to assess the relevance of each challenge for the organisations and the implications of digitisation on a company's marketing activities.


Simelane, Buhle

Further information

Biography Artist:
Simelane, Buhle
EDUCATIONAL QUALIFICATIONS1993 - 1997 - Westville Girls High School - Matric with ExemptionTERTIARY EDUCATION1998 - 2001 University of Kwazulu NatalB Comm (Business Management & Marketing)2001 - 2002 (part time) AAA School of Advertising2014 - 2015 (full time) - Gordon Institute of Business ScienceMasters of Business Administration (MBA)
Number of Pages:
Media Type:
LAP Lambert Academic Publishing

Master Data

Product Type:
Paperback book
Release date:
June 12, 2019
Package Dimensions:
0.22 x 0.15 x 0.008 m; 0.249 kg
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