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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.

Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000353	EB0005099	658.8 Win o	Central Library (OPAC)	Available

Detail Information

Series Title: -
Call Number: 658.8 Win o
Publisher: Springer Gabler : Springer Gabler Wiesbaden., 2021
Collation: xxiv, 306p.:ill
Language: English
ISBN/ISSN: 978-3-658-34707-9
Classification: 658.8
Content Type: Ebook
Media Type: -
Carrier Type: online resource
Edition: 1
Subject(s): Marketing
Specific Detail Info: -
Statement of Responsibility: BRF

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Omni-Channel Retailing

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