Title: Omni-Channel Retailing: An Analysis of Channel Interdependencies, Integration Services and Specific Marketing Instruments (Handel und Internationales Marketing Retailing and International Marketing)
Publisher: Springer Gabler 2021-08-17
Publication Date: 2021
Language: English
ISBN 10: 3658347066
ISBN 13: 9783658347062
Binding: Paperback
Condition: New

About this title

Synopsis

Amelie Winters investigates omni-channel strategies in retail and provides new insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that retailer should focus on the interdependencies between major purchase channels and emphasizes the need to identify supportive stimuli and cues, such as integration services and online- and omni-channel-specific marketing instruments, to support such transfers and improve behavioral outcomes at the retailer and channel level.

About the Author

Dr. Amelie Winters received her doctoral degree from the University of Trier, where she worked at the chair for Marketing and Retailing.

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