Omni-Channel Retailing

An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments

von Amelie Winters

306 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Amelie Winters investigates omni-channel strategies in retail and provides new insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that retailer should focus on the interdependencies between major purchase channels and emphasizes the need to identify supportive stimuli and cues, such as integration services and online- and omni-channel-specific marketing instruments, to support such transfers and improve behavioral outcomes at the retailer and channel level.

• Reihe: Handel und Internationales Marketing Retailing and International Marketing
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783658347062
• Sprache: Englisch
• Erscheinungsdatum: 17.08.2021
• Größe: 21 x 14.8 cm
• Verlag: Springer Fachmedien Wiesbaden GmbH