Benefiting From Multiple Marketing Models, Part 1
By
Paul Becker
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To illustrate the integrated use of growth strategies across business models for cross-channel marketing, the following is from a brand launch that included new markets and penetration strategies for a company selling via an e-commerce website and retail stores.
With e-commerce sales growing more rapidly, but retail store sales still accounting for a larger percentage of overall sales, the client needed an integrated strategy for both channels. For launch, we prioritized increasing sales through existing retail stores. However, given our market share, we needed to make sure we didn't cannibalize existing sales.
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