Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
886178 | Journal of Interactive Marketing | 2010 | 13 Pages |
Abstract
Today's multichannel, multimedia retail marketing environment presents a number of brand management challenges. From a micro perspective, marketers must manage each individual channel and communication option to maximize their direct sales and brand equity effects, as well as any indirect brand equity effects from being associated with a particular channel or communication option. From a macro perspective, marketers must design and implement channel and communication options such that sales and brand equity effects are synergistic. Concepts, frameworks, and future research directions are put forth to address these different challenges.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Kevin Lane Keller,