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Omni-Channel Retailing

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

Amelie Winters (Autor)

Buch | Softcover

XXIV, 306 Seiten

2021 | 1st ed. 2021
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-34706-2 (ISBN)

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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.

lt;p>Dr. Amelie Winters received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.

Reciprocity within Major Retail Purchase Channels and their Effects on Overall, Offline and Online Loyalt.- Effects of Perceived Offline-Online and Online-Offline Channel Integration Services.- Importance of Marketing Instruments for Repurchase Intentions in Omni-channel Retailing.

Erscheinungsdatum	19.08.2021
Reihe/Serie	Handel und Internationales Marketing Retailing and International Marketing
Zusatzinfo	XXIV, 306 p. 30 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	435 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	Channel integration Services • Channel interdependencies • Omni-channel Retailing • Online and Omni-channel-specific marketing instruments • online experience
ISBN-10	3-658-34706-6 / 3658347066
ISBN-13	978-3-658-34706-2 / 9783658347062
Zustand	Neuware