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Determinanten der Kanalwahl im Multichannel-Kontext
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Das Thema Multichannel (Customer) Management hat speziell mit dem Aufstieg des Internets zum bedeutenden Informations- und Transaktionskanal fr Konsumenten dramatisch an Bedeutung gewonnen. Gleichzeitig ist abzusehen, dass die Mehrkanal-Nutzung im Rahmen von Kaufprozessen dauerhafte Relevanz fr Management und Forschung behalten wird. Oliver Ehrlich befasst sich vor diesem Hintergrund mit der Schaffung eines besseren Verstndnisses des Konsumentenverhaltens im Multichannel-Umfeld sowohl durch die Erarbeitung neuartiger konzeptioneller Grundlagen als auch durch die Darstellung aktueller empirischer Erkenntnisse zur Kanalwahl.
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