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Omnichannel marketing strategy

https://doi.org/10.26425/1816-4277-2019-2-39-45

Abstract

Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model.

About the Authors

V. I. Aleshnikova
State University of Managament
Russian Federation

Aleshnikova Vera – Doctor of Economic Sciences 

Moscow



T. A. Beregovskaya
State University of Managament
Russian Federation

Beregovskaya Tatyana – Candidate of Economic Sciences 

Moscow



E. V. Sumarokova
State University of Managament
Russian Federation

Sumarokova Ekaterina – Candidate of Economic Sciences 

Moscow



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Review

For citations:


Aleshnikova V.I., Beregovskaya T.A., Sumarokova E.V. Omnichannel marketing strategy. Vestnik Universiteta. 2019;(2):39-45. (In Russ.) https://doi.org/10.26425/1816-4277-2019-2-39-45

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ISSN 1816-4277 (Print)
ISSN 2686-8415 (Online)