Kód: 05285244
Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of ad ... celý popis
Angličtina
51.73 €
Bežne: 56.02 €
Ušetríte 4.29 €

Nákupom získate 125 bodov
Anotácia knihy
Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experience, by combining the online and offline channels. Also, it is unclear if these channel integration activities can actually help multichannel firms obtain a strategic advantage over their online pureplay competitors. Jochen Binder investigates how, why, and to what extent an integrated online channel increases customer value and leads to higher willingness to pay, customer loyalty and purchase intention in a firm's online and offline stores.
Parametre knihy
Zaradenie knihy Knihy po anglicky Economics, finance, business & management Business & management Sales & marketing
51.73 €
Angličtina
Osobný odber Bratislava a 12542 dalších
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