Correspondence: Michael J. Valos, School of Management and Marketing, Faculty of Business and Law, Deakin University, 221 Burwood Highway, Burwood, Vic. 3125, Australia. Tel: +61 3 924 46168; Fax: +61 3 925 17083; e-mail: michael.valos@deakin.edu.au

¹is a senior lecturer in marketing at Deakin University, Melbourne. He has a PhD in strategy implementation. His research interests include CRM and the role of marketing research in strategic decision-making.

Received 4 July 2008; Revised 4 July 2008.

Abstract

The aim of this study was to provide quantitative research propositions for future researchers studying multi-channel marketing performance. The literature suggests that multi-channel marketing is becoming more prevalent and offers many opportunities to organisations. Multi-channel marketing is, however, more complex to implement and measure than 'traditional' single or dual-channel marketing. Thirty-one senior marketing executives from a diverse range of industries were asked to provide a 'single key challenge' in the area of multi-channel marketing. The findings suggest that the main areas of multi-channel marketing measurement problems are: (a) understanding return on channel investment, (b) understanding customer channel preference and (c) isolating individual channel impact. The paper concludes by using both the qualitative findings and implementation theory to provide propositions for future research as well as tentative management Guidelines.