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Synopsis
New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness.
Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels - an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels.
With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l?auteur
Dr. Felix Brunner (Migros Genossenschaftsbund, Zurich); Prof. Dr. Thomas Rudolph (University of St. Gallen)
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
- ÉditeurDe Gruyter Oldenbourg
- Date d'édition2015
- ISBN 10 3110416980
- ISBN 13 9783110416985
- ReliureRelié
- Langueanglais
- Nombre de pages84
- Coordonnées du fabricantnon disponible
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Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms
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Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms
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ISBN 13 : 9783110416985
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Toward Cross-Channel Management : A Comprehensive Guide for Retail Firms
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De Gruyter Oldenbourg, 2015
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ISBN 13 : 9783110416985
Neuf
Couverture rigide
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Toward Cross-Channel Management
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Toward Cross-Channel Management : A Comprehensive Guide for Retail Firms
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De Gruyter Oldenbourg, 2015
ISBN 10 : 3110416980
ISBN 13 : 9783110416985
Neuf
Couverture rigide
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Toward Cross-Channel Management : A Comprehensive Guide for Retail Firms
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ISBN 10 : 3110416980
ISBN 13 : 9783110416985
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Buch. Etat : Neu. Druck auf Anfrage Neuware - Printed after ordering - New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels - an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers. N° de réf. du vendeur 9783110416985
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Toward Cross-Channel Management
Edité par
De Gruyter Oldenbourg, De Gruyter Oldenbourg Jan 2015, 2015
ISBN 10 : 3110416980
ISBN 13 : 9783110416985
Neuf
Couverture rigide
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Buch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels - an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers. 84 pp. Englisch. N° de réf. du vendeur 9783110416985
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Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms
Edité par
De Gruyter Oldenbourg, 2015
ISBN 10 : 3110416980
ISBN 13 : 9783110416985
Neuf
Couverture rigide
Vendeur : Kennys Bookshop and Art Galleries Ltd., Galway, GY, Irlande
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