Toward Cross-Channel Management
A Comprehensive Guide for Retail Firms
New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels - an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which ca…
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Produktdetails
Weitere Autoren: Brunner, Felix
- ISBN: 978-3-11-041722-7
- EAN: 9783110417227
- Produktnummer: 17414390
- Verlag: De Gruyter
- Sprache: Englisch
- Erscheinungsjahr: 2014
- Seitenangabe: 84 S.
- Plattform: EPUB
- Masse: 0 KB
Über den Autor
Dr. Felix Brunner (Migros Genossenschaftsbund, Zurich); Prof. Dr. Thomas Rudolph (University of St. Gallen)
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