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Multichannel Commerce

Name: Multichannel Commerce
Brand: Springer International Publishing AG
SKU: 9783319161143
Price: 212.42 PLN
Availability: InStock

A Consumer Perspective on the Integration of Physical and Electronic Channels

Autor: Manuel Trenz

Język:

Oprawa: Twarda

Wydawca: Springer International Publishing AG

Dostępność: Dostępna u dostawcy

Wysyłamy za 10-13 dni

212.42 zł

This book takes an in-depth look at consumer behavior in the context of multichannel commerce, and e...

Informacje o książce

Autor

Manuel Trenz

Język

Angielski

Oprawa

Książka - Twarda

Data wydania

2015

strony

153

EAN

9783319161143

ISBN

3319161148

Enbook ID

09198014

Wydawca

Springer International Publishing AG

Waga

3849

Wymiary

155 x 235 x 249

Pełny opis

This book takes an in-depth look at consumer behavior in the context of multichannel commerce, and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes far beyond explaining choices between online and offline sales channels, instead providing insights into how the interplay between different channel types is valued by different consumer types and for different products. The book extends previous conceptualizations of multichannel commerce to reflect and incorporate recent technological advances. The results provide valuable guidelines on how, why and when multichannel integration services can be exploited by classical retailers, helping them to compete with their purely online competitors on the internet.