2009•Journal of Tianjin Institute of Financial and Commercial ManagementRequires access

Trend of Multi-Channel Marketing in the Retail

Chen Yu-cong

Abstract

Multi-channel retail is a new marketing form integrating stores retail with online retail. As the world economic situation is not entirely clear today, multi-channel marketing provides retail merchant with a good chance to making profits. Compared with single retail, it has customer advantage, cost advantage and great potential for development. With the maturing of the condition, both the traditional retail stores and the latest online retail tend to adopt this new marketing form.

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Key concepts: Business, Marketing, Retail sales, Channel (broadcasting), Retail market, Marketing channel, Retail industry, Commerce