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Multichannel-Retailing: Marketing in Mehrkanalsystemen des Einzelhandels
Hardcover
ManagementMarketingGeneral Computers
ISBN13: 9783540218692
Publisher: Springer Nature
Published: May 10 2005
Pages: 326
Weight: 1.45
Height: 0.81 Width: 6.14 Depth: 9.21
Language: German
Multichannel-Retailing - die Kombination aus stationären Geschäften, Online-Shops und Versandkatalogen - ist die Antwort des Handelsmarketings auf die aktuellen Herausforderungen im Bereich der vielfältigen und wechselhaften Kundenwünsche.
Das Buch zeigt, welche Gestaltungsoptionen ein Multichannel-Retailer hat, welche Informationen er für seine Entscheidungen benötigt, wie er diese erhält und welche Strategien und Ma nahmen ihm Wettbewerbsvorteile verschaffen. Zahlreiche Beispiele aus der Handelspraxis geben Auskunft über Erfolg und Misserfolg von Multichannel-Retailern.
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