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Konsumentenverhalten im Zeitalter der Digitalisierung
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Anabel Terns, Ian Towers und Marc Jerusel widmen sich der Frage, welche Konsummuster den Privatkonsum im Deutschland der kommenden zehn Jahren verndern werden. Dabei wird auf bereits absehbare Konsumtrends wie zum Beispiel E- und M-Commerce sowie Connected Retail Bezug genommen. Im Vordergrund stehen die Auswirkungen der Digitalisierung auf den stationren Handel und die Konsumenten. Die AutorInnen stellen u.a. dar, dass eine der zentralen Herausforderungen darin liegen wird, sich der Digitalisierung proaktiv zu stellen, um das Konsumerlebnis der Verbraucher zu verbessern. Doch auch die Grenzen des Onlinehandels werden aufgezeigt.
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