Multi-channel-marketing: Strategy – Design – Digital Technology - Couverture rigide

Livre 161 sur 190: Springer Texts in Business and Economics

Wirtz, Bernd W.

 
9783658446741: Multi-channel-marketing: Strategy – Design – Digital Technology
Couverture rigide
ISBN 10 : 3658446749 ISBN 13 : 9783658446741
Editeur : Springer Fachmedien Wiesbaden, 2024

Synopsis

Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies.

"Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz' textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance."

Dr. Rainer Hillebrand, Member of the Supervisory Board Otto Group (2019-), Member of the Executive Board of the Otto Group for Strategy, E-Commerce, Business Intelligence (1999-2019)

"Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. The Wirtz' is essential for everyone who is concerned with this highly topical subject in his studies or in practice already."

Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Bernd W. Wirtz holds the Chair of Information and Communication Management at the German University of Administrative Sciences Speyer, Germany.

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

Éditeur
Springer Fachmedien Wiesbaden
Date d'édition
2024
Langue
anglais
ISBN 10 
3658446749
ISBN 13 
9783658446741
Reliure
Relié
Nombre de pages
754
Coordonnées du fabricant
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