Catalog > Social Sciences > Economy > Gerrit Heinemann: Cross-Channel-Management (PDF)

Gerrit Heinemann
Cross-Channel-Management [PDF ebook]
Integrationserfordernisse im Multi-Channel-Handel

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Der Multi-Channel-Handel wird in fast allen Warengruppen bis 2015 signifikant wachsen. Die Kombination von elektronischen Online- und stationären Offline-Kanälen sowie das „Channel-Hopping“ ist zunehmend Wunsch der Kunden und erweist sich für den Multi-Channel-Händler als zentraler Wettbewerbsfaktor. Der Erfolg eines Multi-Channel-Systems hängt jedoch maßgeblich davon ab, wie gut die Hürden aus Kundensicht und operativer Sicht überwunden werden. Dieses ist wesentliche Aufgabe des Cross-Channel-Managements, das vor allem in den USA zu einem gängigen Begriff für die integrative Ausgestaltung von Multi-Channel-Systemen geworden ist.

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Language German ● Format PDF ● ISBN 9783834964847 ● Publisher Gabler Verlag ● Published 2010 ● Downloadable 3 times ● Currency EUR ● ID 6363651 ● Copy protection Adobe DRM

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