Multi-Channel Retailing - Softcover

Lynda Gamans Poloian

Softcover

ISBN 10: 1563676303 ISBN 13: 9781563676307

Publisher: FAIRCHILD, 2009

Synopsis

The advent of the Internet has added another dimension to the way that merchandise reaches consumers. Integrating this technology with traditional retailing methods has become the dominant retail model that students of retailing should all be aware of. Multi-Channel Retailing identifies and explains the underlying principles of e-retailing and its relationship with conventional retail methods. The strategic integration of brick-and-mortar stores, electronic retailing, and direct marketing methods forms the core of this text. It begins with the roots of the multi-channel approach, analyzes key players, and explores the techniques that are used to develop effective online stores and synchronize cross-channel functions. The book will provide readers with a guide for implementing and operating a successful e-retailing business. Students will learn that a key element of developing multi-channel strategies is understanding consumer needs and implementing appropriate technologies. Features: -- Profiles of key multi-channel retailers at the end of each unit -- Case studies and Internet-based activities -- Instructor's Guide includes solutions to review questions, case study problems, and sample tests -- PowerPoint(r) Presentation highlights key points in the text

About this title

Product Description:

As one of the first textbooks to present a comprehensive view of multichannel retailing-the practice of trading through several selling channels concurrently-Multichannel Retailing is critical for any student preparing for today's job market. This timely and compelling textbook identifies and explains the underlying principles of e-retailing and its relationship with conventional retail methods. Strategic integration of brick-and-mortar stores, electronic retailing, and direct marketing methods form the core of the text. Multichannel Retailing examines the roots of the multichannel approach, analyzes key players, and explores the techniques that are used to develop effective online stores and synchronize cross-channel functions. This book is a guide to implementing and operating a successful e-retailing business, and it offers ideas and solutions for expanding the cross-channel capabilities of traditional retail operations.

Instructors, contact your Sales Representative for access to Instructor's Materials.

About the Author:

Lynda Rose Poloian is now retired after teaching at Southern New Hampshire University for more than twenty-five years.

About this edition

• Publisher: FAIRCHILD
• Publication date: 2009
• ISBN 10: 1563676303
• ISBN 13: 9781563676307
• Binding: Paperback
• Edition number: 1
• Number of pages: 400