Omni-Channel Retailing
An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments
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.
août 2021, env. 332 pages, Handel und Internationales Marketing Retailing and International Marketing, Anglais
Springer Vieweg
978-3-658-34706-2
Springer Vieweg
978-3-658-34706-2