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multichannel and omnichannel marketing

 and 

multichannel marketing 

 strategy

 is another recurring theme in this book. (Chapters 2 and 5 in particular explain 

its role in supporting different customer communications channels and distribution chan-

nels.) Online channels should also be used to support the whole buying process or 

customer 

 journey

 from  pre-  sale to sale to  post-  sale and further development of customer relation-

ships. This clarifies how different marketing channels should integrate and support each 

other in terms of their proposition development and communications based on their relative 

merits for the customer and the company.

The final part of the description summarises approaches to