Omni-channel retailing : an analysis of channel interdependencies, integration services and specific marketing instruments / Amelie Winters.
2021
HF5415.129 .W56 2021
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Details
Title
Omni-channel retailing : an analysis of channel interdependencies, integration services and specific marketing instruments / Amelie Winters.
Author
Winters, Amelie, author.
ISBN
9783658347079 (electronic bk.)
3658347074 (electronic bk.)
9783658347062
3658347066
3658347074 (electronic bk.)
9783658347062
3658347066
Published
Wiesbaden : Springer Gabler, [2021]
Copyright
©2021
Language
English
Description
1 online resource : illustrations
Item Number
10.1007/978-3-658-34707-9 doi
Call Number
HF5415.129 .W56 2021
Dewey Decimal Classification
658.8/7
Summary
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. About the author Dr. Amelie Winters received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.
Bibliography, etc. Note
Includes bibliographical references.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (SpringerLink, viewed August 25, 2021).
Series
Gabler research. Retailing and international marketing.
Available in Other Form
Print version: 9783658347062
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Table of Contents
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.
Effects of Perceived Offline-Online and Online-Offline Channel Integration Services
Importance of Marketing Instruments for Repurchase Intentions in Omni-channel Retailing.