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Selbstkongruenz im Multichannel-Retailing

Selbstkongruenz im Multichannel-Retailing

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658160616
Condition
New
Product Description

Ramona Platt analysiert die Determinanten und Auswirkungen der absatzkanalspezifischen Selbstkongruenz bei Multichannel-Shoppern. Ferner berprft sie, ob es sich bei der Offline- und Online-Selbstkongruenz aus Sicht der Multichannel-Shopper um distinkte Konstrukte handelt. Die Autorin zeigt konkrete Handlungsempfehlungen fr die Entwicklung und Umsetzung eines integrierten, identittsbasierten Multichannel-Markenmanagements auf.

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