Multichannel Commerce: A Consumer Perspective on the Integration of Physical and Electronic Channels - Couverture rigide

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Trenz, Manuel

 
9783319161143: Multichannel Commerce: A Consumer Perspective on the Integration of Physical and Electronic Channels
Couverture rigide
ISBN 10 : 3319161148 ISBN 13 : 9783319161143
Editeur : Springer International Publishing AG, 2015

Synopsis

This book takes an in-depth look at consumer behavior in the context of multichannel commerce and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes far beyond explaining choices between online and offline sales channels, instead providing insights into how the interplay between different channel types is valued by different consumer types and for different products. The book extends previous conceptualizations of multichannel commerce to reflect and incorporate recent technological advances. The results provide valuable guidelines on how, why and when multichannel integration services can be exploited by classical retailers, helping them to compete with their purely online competitors on the internet.

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À propos de l?auteur

Manuel Trenz is a researcher in the field of Information Systems, with a particular focus on the convergence of physical and electronic channels and the implications of IT innovations on firms and consumer behavior. He holds a PhD from the Business School of the University of Mannheim, Germany and previously worked as a research and teaching assistant at the University of Augsburg and the University of Mannheim. In 2013, he was a visiting scholar at the Marshall School of Business, University of Southern California, USA. He received his diploma (M.Sc.) in Management Information Systems from the University of Mannheim in 2010 and gained work experience at SAP and Roland Berger Strategy Consultants.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Springer International Publishing AG
Date d'édition
2015
Langue
anglais
ISBN 10 
3319161148
ISBN 13 
9783319161143
Reliure
Relié
Nombre de pages
168
Coordonnées du fabricant
non disponible
Personne responsable
CMN Printpool Inh. Mathis Neumann
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Hamburg
Allemagne

Autres éditions populaires du même titre

9783319386584: Multichannel Commerce: A Consumer Perspective on the Integration of Physical and Electronic Channels

Edition présentée

ISBN 10 :  3319386581 ISBN 13 :  9783319386584
Editeur : Springer, 2016
Couverture souple