Omni-channel retailing : an analysis of channel interdependencies, integration services and specific marketing instruments / Amelie Winters.

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Omni-channel retailing : an analysis of channel interdependencies, integration services and specific marketing instruments / Amelie Winters.

9783658347079 (electronic bk.)
3658347074 (electronic bk.)
9783658347062
3658347066

Wiesbaden : Springer Gabler, [2021]

©2021

English

1 online resource : illustrations.

10.1007/978-3-658-34707-9 doi

HF5415.129 .W56 2021

658.8/7

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.

Includes bibliographical references.

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Online resource; title from PDF title page (SpringerLink, viewed August 25, 2021).

Gabler research. Retailing and international marketing.

Print version: 9783658347062

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