Omni-Channel Retailing : An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments
1st ed. 2021
Book Details
Format
Paperback / Softback
ISBN-10
3658347066
ISBN-13
9783658347062
Edition
1st ed. 2021
Publisher
Springer Fachmedien Wiesbaden
Imprint
Springer Gabler
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Aug 17th, 2021
Print length
306 Pages
Product Classification:
Business innovationSales & marketingSales and marketing
Ksh 19,800.00
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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.
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.
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