Handel und Internationales Marketing Retailing and International Marketing: Analysis of Marketing Instruments, Channel Integration and Customer Experience Dimensions during the Customer Journey

Fränzel, Nils

The research focus of Nils Fränzel is on customer behaviour in omnichannel retailing. He focuses on the multidimensionality of customer experience and the reciprocal interactions between different dimensions of customer experience. He also looks at the importance of channel specific marketing instruments and channel integration along the customer journey. Nils Fränzel's analysis contributes to the latest research in the field of customer experience in omnichannel retailing and shows the importance of the different stages of the customer journey. 

Details

Published by: Springer Gabler

Publication Date: 2025-05-01

Format: Paperback

ISBN-13: 9783658475673

DOI: 10.1007/978-3-658-47568-0

Dimensions: 210cm x148cm

Pages: 261