Objectives of knowledge management

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