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Omni-Channel Retailing

Omni-Channel Retailing

Amelie Winters

133,72 €
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Editorial:
Springer Nature B.V.
Año de edición:
2021
Materia
Ventas y marketing
ISBN:
9783658347062
133,72 €
IVA incluido
Disponible

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Sobre IBD

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.

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