Omni-channel retailing: an analysis of channel interdependencies, integration services and specific marketing instruments
Auteur :
Winters, Amelie
Éditeur :
Springer Fachmedien Wiesbaden
ISBN :
9783658347062
Date de publication :
17 août 2021
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Allemagne
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.