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Omni-channel retailingan analysis of...

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Omni-channel retailingan analysis of channel interdependencies, integration services and specific marketing instruments /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Omni-channel retailingby Amelie Winters.
其他題名:	an analysis of channel interdependencies, integration services and specific marketing instruments /
作者:	Winters, Amelie.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2021.
面頁冊數:	xxiv, 306 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Marketing channels.
電子資源:	https://doi.org/10.1007/978-3-658-34707-9
ISBN:	9783658347079

Omni-channel retailingan analysis of channel interdependencies, integration services and specific marketing instruments /
Winters, Amelie.

Omni-channel retailingan analysis of channel interdependencies, integration services and specific marketing instruments /[electronic resource] :by Amelie Winters. - Wiesbaden :Springer Fachmedien Wiesbaden :2021. - xxiv, 306 p. :ill., digital ;24 cm. - Handel und internationales marketing retailing and international marketing,2626-3335. - Handel und internationales marketing retailing and international marketing..

Reciprocity within Major Retail Purchase Channels and their Effects on Overall, Offline and Online Loyalt -- Effects of Perceived Offline-Online and Online-Offline Channel Integration Services -- Importance of Marketing Instruments for Repurchase Intentions in Omni-channel Retailing.

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. About the author Dr. Amelie Winters received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.

ISBN: 9783658347079

Standard No.: 10.1007/978-3-658-34707-9doiSubjects--Topical Terms:

230593
Marketing channels.

LC Class. No.: HF5415.129 / .W56 2021

Dewey Class. No.: 658.87

Omni-channel retailingan analysis of channel interdependencies, integration services and specific marketing instruments /
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