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This literature review recapitulates the state of the art knowledge about the characteristics of Web 2.0 instruments and deduces application options for multi-channel marketing by retailers. The different instruments of Web 2.0 and the theoretical foundations of multi-channel marketing are introduced. The authors assign the specific Web 2.0 applications through the instrumental areas of retailing by confronting their particular features and functions with the specific chances, risks, goals and the operational and strategic demands (needs) of multi-channel management. This systematization gives retailers the chance to choose their instrumental assignments strategically, based on their specific goals in multi-channel marketing.