Omni-Channel Retailing
ISBN:
978-3-658-34706-2
Auflage:
1st ed. 2021
Verlag:
Springer Fachmedien Wiesbaden GmbH
Land des Verlags:
Deutschland
Erscheinungsdatum:
17.08.2021
Reihe:
Handel und Internationales Marketing Retailing and International Marketing
Format:
Softcover
Seitenanzahl:
306
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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.
Schlagwörter
Biografische Anmerkung
Dr. Amelie Winters received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.
