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Multi-Channel Retailing

Prinzip, Konzepte und Erfolgsfaktoren

Language GermanGerman
Book Paperback
Book Multi-Channel Retailing Sebastian Rittinger
Libristo code: 02582201
Publishers Springer Gabler, March 2014
Getrieben durch das rasante Wachstum des Einzelhandels über das Internet (E-Commerce), hat sich das... Full description
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Getrieben durch das rasante Wachstum des Einzelhandels über das Internet (E-Commerce), hat sich das Multi-Channel Retailing fest im Handel etabliert. Unter Multi-Channel Retailing versteht man ein spezifisches Distributionskonzept von Handelsunternehmen, das sich durch den parallelen Einsatz von mehreren Vertriebskanälen auszeichnet. Sebastian Rittinger beschreibt in kompakter Form die zentralen Begriffe und grundlegenden Erscheinungsformen des Multi-Channel Retailing. Aufbauend auf einer Diskussion zentraler Erkenntnisse der Konsumentenverhaltensforschung im Multi-Channel-Kontext werden mit dem Cross-Channel Management sowie dem Retail Branding anschließend die beiden zentralen Erfolgsfaktoren für Multi-Channel Retailer der Zukunft vorgestellt.

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About the book

Full name Multi-Channel Retailing
Author Sebastian Rittinger
Language German
Binding Book - Paperback
Date of issue 2014
Number of pages 41
EAN 9783658051969
ISBN 3658051965
Libristo code 02582201
Publishers Springer Gabler
Weight 82
Dimensions 148 x 210 x 3

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
Economics, Finance, Business & Management > Economics > Microeconomics
Economics, Finance, Business & Management > Business & Management > E-commerce: business aspects
Economics, Finance, Business & Management > Business & Management > Management & management techniques
Computing & Information Technology > Business applications
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