Author ORCID Identifier

Cummins - https://orcid.org/0000-0001-7634-4940

Document Type

Article

Publication Date

3-14-2016

Publication Title

Journal of Research in Interactive Marketing

Volume

10

Issue

1

First Page

2

Last Page

16

DOI

https://doi.org/10.1108/JRIM-12-2015-0094

Abstract

Purpose

This paper aims to develop an omni-channel framework in the context of sales and sales management related to six areas: sales contexts, impact of technology, stages in the sales process, impact on relationships, impact on firm performance and the role of various communication tools and platforms. The paper also offers future reach needs in each of these areas.

Design/methodology/approach

Literature review and research needs development.

Findings

Research in omni-channel marketing in the context of sales and sales management is virtually silent. The authors identify key research gaps and offer recommended future research opportunities.

Originality/value

To date, little research in sales and sales management has studied multi-channel marketing. The omni-channel research framework reported here is unique and will help guide research in this area.

Comments

This is an Accepted Manuscript of an article published by Emerald in [Journal of Research in Interactive Marketing on [March 14, 2016], available online: https://doi.org/10.1108/JRIM-12-2015-0094

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) license. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com


Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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