БАГАТОКАНАЛЬНА ВЗАЄМОДІЯ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ: ЕВОЛЮЦІЯ ТА ОСНОВНІ ПІДХОДИ

Abstract

Significant changes in the environment of interaction between companies and consumers caused by the development of the Internet and digital technologies have led to a significant transformation of the theoretical and methodological foundations of modern marketing and the emergence of channel-based marketing. The main stages of channel-based marketing development, which most researchers consider to be the following: Multichannel, Crosschannel, and Omnichannel Marketing, have been investigated. The main differences in the studies of each stage and the gradual expansion of research issues, the scope of issues covered, and the level of generalization have been considered. Some works also highlight Metamarketing as the next stage in the development of Omnichannel Marketing. The main criteria for distinguishing the stages of development of channel-based marketing have been presented. Most researchers cite the development of the Internet and the expansion of its opportunities in terms of use in the marketing activities of companies, the increase in the number of digital and physical channels, approaches to their integration by companies, changes in consumer behaviour and consumer involvement in the marketing activities of companies, and the need to create a seamless customer experience as the main result of Omnichannel Marketing as the determining factors of channel-based marketing development. Based on the results of research analysis, the article has summarised the main approaches to channel-based interaction in modern marketing research, i.e. a conceptual approach, within which certain parameters or criteria for generalisation are developed; an evolutionary approach, which forms an idea of channel-based interaction through its gradual development and application in the companies’ practice; and a bibliometric approach, which reflects the historical retrospective of channel-based marketing. The results obtained reach the basis for comprehension of current research on channelbased interaction, approaches, and methods for further scientific research in this area.