Handel und Internationales Marketing Retailing and International Marketing: An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments

Winters, Amelie

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.

Details

Published by: Springer Gabler

Publication Date: 2021-08-17

Format: Paperback

ISBN-13: 9783658347062

DOI: 10.1007/978-3-658-34707-9

Dimensions: 210cm x148cm

Pages: 306