Multichannel Marketing : Strategy – Design – Digital Technology

Springer
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9783658446741
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ISBN13:
9783658446741
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Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies. “Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.” Dr. Rainer Hillebrand, Deputy Executive Board Chairman of Otto Group “Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. ’The Wirtz’ is essential for everyone who is concerned with this highly topical subject in his studies or in practice already.” Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG


  • | Author: Bernd W. Wirtz
  • | Publisher: Springer
  • | Publication Date: Sep 28, 2024
  • | Number of Pages: NA pages
  • | Language: English
  • | Binding: Hardcover
  • | ISBN-10: 3658446749
  • | ISBN-13: 9783658446741
Author:
Bernd W. Wirtz
Publisher:
Springer
Publication Date:
Sep 28, 2024
Number of pages:
NA pages
Language:
English
Binding:
Hardcover
ISBN-10:
3658446749
ISBN-13:
9783658446741