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Selbstkongruenz im Multichannel-Retailing

Selbstkongruenz im Multichannel-Retailing

Ramona Platt

83,88 €
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Editorial:
Springer Nature B.V.
Año de edición:
2016
Materia
Ventas y marketing
ISBN:
9783658160616
83,88 €
IVA incluido
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Sobre IBD

Ramona Platt analysiert die Determinanten und Auswirkungen der absatzkanalspezifischen Selbstkongruenz bei Multichannel-Shoppern. Ferner überprüft sie, ob es sich bei der Offline- und Online-Selbstkongruenz aus Sicht der Multichannel-Shopper um distinkte Konstrukte handelt. Die Autorin zeigt konkrete Handlungsempfehlungen für die Entwicklung und Umsetzung eines integrierten, identitätsbasierten Multichannel-Markenmanagements auf.

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