Amelie Winters

Omni-Channel Retailing

An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Handel und Internationales Marketing Retailing and International Marketing
• Verlag: Springer Fachmedien Wiesbaden / Springer Gabler / Springer, Berlin
• Artikelnr. des Verlages: 978-3-658-34706-2
• 1st ed. 2021
• Seitenzahl: 332
• Erscheinungstermin: 17. August 2021
• Englisch
• Abmessung: 210mm x 148mm x 19mm
• Gewicht: 431g
• ISBN-13: 9783658347062
• ISBN-10: 3658347066
• Artikelnr.: 62011830

Autorenporträt

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

Inhaltsangabe

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.