Question
To get an objective opinion about the multi-channel issues and opportunities how would we answer the following questions as a consultant to analyze? Should online
To get an objective opinion about the multi-channel issues and opportunities how would we answer the following questions as a consultant to analyze?
- Should online marketing costs be variable or closed as they are in the offline world?
- Should online sales be included separately on an online income statement?
- For digital, should a profitability target be set and work be done to maximize total sales in order to reach it?
- Do you believe the online channel should be positive on its own or assign the value that the channel generates for the offline business to be added to the total?
- How many people visit the website leave without buying anything, but then end up making a purchase at stores or by telephone?
- What research should be done to make the best decisions in this case?
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Marketing Management
Authors: Philip R Kotler, Kevin Lane Keller, Subramanian Sivaramakrishnan, Peggy H. Cunningham
14th Canadian Edition
132161079, 978-0133076752, 013307675X, 978-0132161077
