| 书目名称 | Online Channel Integration | | 副标题 | Value Creation and C | | 编辑 | Jochen Binder | | 视频video | | | 概述 | Publication in the field of economic sciences.Includes supplementary material: | | 图书封面 |  | | 描述 | 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. | | 出版日期 | Book 2014 | | 关键词 | Channel integration; Marketing; Sales; E-Commerce; Multichannel Management | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-658-04573-9 | | isbn_softcover | 978-3-658-04572-2 | | isbn_ebook | 978-3-658-04573-9 | | copyright | Springer Fachmedien Wiesbaden 2014 |
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发表于 2025-3-21 16:42:18
