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Multichannel Commerce: A Consumer Perspective on the Integration of Physical and Electronic Channels by Manuel Trenz (Hardcover, 2015)

About this product

About this product

Product Information

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.

Product Identifiers

Publisher
Springer International Publishing Ag
ISBN-13
9783319161143
eBay Product ID (ePID)
214097340

Product Key Features

Author
Manuel Trenz
Publication Name
Multichannel Commerce: a Consumer Perspective on the Integration of Physical and Electronic Channels
Format
Hardcover
Language
English
Subject
Computer Science, Management, Marketing, Business
Publication Year
2015
Type
Textbook
Number of Pages
153 Pages

Dimensions

Item Height
235mm
Item Width
155mm
Item Weight
3849g

Additional Product Features

Title_Author
Manuel Trenz
Series Title
Progress in Is
Country/Region of Manufacture
Switzerland

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