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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783658051976
Condition
New
Product Description

Getrieben durch das rasante Wachstum des Einzelhandels ber das Internet (E-Commerce), hat sich das Multi-Channel Retailing fest im Handel etabliert. Unter Multi-Channel Retailing versteht man ein spezifisches Distributionskonzept von Handelsunternehmen, das sich durch den parallelen Einsatz von mehreren Vertriebskanlen auszeichnet. Sebastian Rittinger beschreibt in kompakter Form die zentralen Begriffe und grundlegenden Erscheinungsformen des Multi-Channel Retailing. Aufbauend auf einer Diskussion zentraler Erkenntnisse der Konsumentenverhaltensforschung im Multi-Channel-Kontext werden mit dem Cross-Channel Management sowie dem Retail Branding anschlieend die beiden zentralen Erfolgsfaktoren fr Multi-Channel Retailer der Zukunft vorgestellt.

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