Recent findings in multi channel management

Authors:
Christopher Freitag;Klaus D. Wilde
Affiliations:
Catholic University of Eichstätt-Ingolstadt, Ingolstadt, Germany;Catholic University of Eichstätt-Ingolstadt, Ingolstadt, Germany
Venue:
Proceedings of the International Conference on Management of Emergent Digital EcoSystems
Year:
2011

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Abstract

Although some research exists on the management of multiple channels, yet no processes of Multi Channel Management have been introduced into a common framework. Thus, a lack of understanding persists how multiple channels operate within business processes supporting customers. This paper aims to introduce MCM processes within a Customer Relationship Management framework to increase the knowledge of interrelations between customers, their processes, channels and business processes.