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Multichannel commercea consumer pers...

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Multichannel commercea consumer perspective on the integration of physical and electronic channels /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Multichannel commerceby Manuel Trenz.
其他題名:	a consumer perspective on the integration of physical and electronic channels /
作者:	Trenz, Manuel.
出版者:	Cham :Springer International Publishing :2015.
面頁冊數:	xv, 153 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Marketing channels.
電子資源:	http://dx.doi.org/10.1007/978-3-319-16115-0
ISBN:	9783319161150 (electronic bk.)

Multichannel commercea consumer perspective on the integration of physical and electronic channels /
Trenz, Manuel.

Multichannel commercea consumer perspective on the integration of physical and electronic channels /[electronic resource] :by Manuel Trenz. - Cham :Springer International Publishing :2015. - xv, 153 p. :ill., digital ;24 cm. - Progress in IS,2196-8705. - Progress in IS..

Introduction -- Offline, online and multichannel commerce -- Perception and valuation of MC integration services -- Purchase specific and individual differences -- Reflection.

This book takes an in-depth look at consumer behavior in the context of multichannel commerce, and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes far beyond explaining choices between online and offline sales channels, instead providing insights into how the interplay between different channel types is valued by different consumer types and for different products. The book extends previous conceptualizations of multichannel commerce to reflect and incorporate recent technological advances. The results provide valuable guidelines on how, why and when multichannel integration services can be exploited by classical retailers, helping them to compete with their purely online competitors on the internet.

ISBN: 9783319161150 (electronic bk.)

Standard No.: 10.1007/978-3-319-16115-0doiSubjects--Topical Terms:

230593
Marketing channels.

LC Class. No.: HF5415.129

Dewey Class. No.: 658.8

Multichannel commercea consumer perspective on the integration of physical and electronic channels /
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