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Channels in E-commerce

In: E-Commerce Strategy

Author

Listed:
  • Sanjay Mohapatra

    (Xavier Institute of Management)

Abstract

In today’s business scenarios, product and service selling happens through a combination of field sales, retail, business partners, direct marketing, call center, and electronic media. Using a mix selling channels is already common in the high technology, retail, and financial services industries. It is fast becoming a fact of life in mainstream businesses. Any business that expects to grow profitably and effectively will have to master the art of selling through a coordinated mix of multiple channels. This is because when sales and marketing resources work well together, the result is usually lower selling costs, happier customers, and more reliable results. When channels are not managed properly, sales opportunities tend to slip through the cracks, and sales and marketing costs get out of control. In order to make these different online and offline selling channels work in a unified way, sales and marketing managers will require a new game plan for planning, measuring, and coordinating their sales and marketing resources.

Suggested Citation

  • Sanjay Mohapatra, 2013. "Channels in E-commerce," Springer Texts in Business and Economics, in: E-Commerce Strategy, edition 127, chapter 0, pages 173-188, Springer.
    • Handle: RePEc:spr:sptchp:978-1-4614-4142-7_8
    DOI: 10.1007/978-1-4614-4142-7_8
    as

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