Channels in E-commerce

Abstract

In today’s business scenarios, product and service selling happens through a combination of field sales, retail, business partners, direct marketing, call center, and electronic media. Using a mix selling channels is already common in the high technology, retail, and financial services industries. It is fast becoming a fact of life in mainstream businesses. Any business that expects to grow profitably and effectively will have to master the art of selling through a coordinated mix of multiple channels. This is because when sales and marketing resources work well together, the result is usually lower selling costs, happier customers, and more reliable results. When channels are not managed properly, sales opportunities tend to slip through the cracks, and sales and marketing costs get out of control. In order to make these different online and offline selling channels work in a unified way, sales and marketing managers will require a new game plan for planning, measuring, and coordinating their sales and marketing resources.