New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping – a phen

This book addresses the concerns of existing companies who wish to succeed in the new multi-channel environment as it develops and becomes commonplace.

Patrick Dahmen analyses the internal and external dimensions of multi-channel strategies and develops a management framework for their strategic design and oper

This book provides a comprehensive overview of the essential topics in the field of management in marketing communication. These substantial topics are examined