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Channel Integration

Describes the degree to which the three types of marketing channels (Distribution, Communication and Service) work together to achieve optimum results for the company and provide a seamless experience for the customer or user. An example of channel integration is allowing a customer who places an order online to pick it up at a retail location---resulting in increased convenience and reduced shipping costs for the customer, and reduced inventory costs for the company at the retail location.   

The results of channel integration may be referred to as ‘hybrid channels’.
 
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