Publication:
Omni-Channel Retailing
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Abstract
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.
Description
Authors
Winters, Amelie
Alternate Authors
Advisor
Place of publication
Publisher
Springer Gabler Wiesbaden
Date
2021
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Volume Title
Keywords
Marketing , Business and Management , International Marketing , Marketing Retailing
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