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Selbstkongruenz im Multichannel-Retailing
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Buy Selbstkongruenz im Multichannel-Retailing for $49.50 at @ Link.springer.com when you apply the 10% OFF coupon at checkout.
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Product Details
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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