This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could enhance the understanding of the potential impact that new technologies and strategies can have on practice in the near future. When launching a new product/service to market, firms usually consider various components of the marketing mix to influence consumers’ purchase behaviors, such as product design, convenience, value proposition, promotions, sustainability initiatives, etc. This mix varies depending on the specific channel and consumer niche that the firm is targeting. But this book shows how channel strategy also influences the effectiveness in utilizing the marketing mix to attract potential customers.

这本书旨在重温“传统”之间的互动渠道战略和营销组合在一个互联的世界。特别是在这方面，它侧重于以下四个方面：消费者、产品、价值主张和可持续性。考虑到零售业的业务流程日益数字化，以及向全渠道零售的发展，这本书介绍了最先进的学术和从业者沿着这些方面的研究，可以提高对新技术和战略可能在不久的将来对实践产生的潜在影响的理解。在向市场推出新产品/服务时，企业通常会考虑营销组合的各个组成部分，以影响消费者的购买行为，如产品设计、便利性、价值主张、促销、可持续发展计划，这种组合因公司所针对的特定渠道和消费者利基而有所不同。但是这本书展示了渠道策略如何影响利用营销组合来吸引潜在客户的有效性。