Multichannel Commerce

Manuel Trenz

ISBN 10: 3319161148 / ISBN 13: 9783319161143

Published by Springer International Publishing, Springer International Publishing Apr 2015, 2015

About this Item

Neuware -This book takes an in-depth look at consumer behavior in the context of multichannel commerce and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes far beyond explaining choices between online and offline sales channels, instead providing insights into how the interplay between different channel types is valued by different consumer types and for different products. The book extends previous conceptualizations of multichannel commerce to reflect and incorporate recent technological advances. The results provide valuable guidelines on how, why and when multichannel integration services can be exploited by classical retailers, helping them to compete with their purely online competitors on the internet.Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg 172 pp. Englisch.

Seller Inventory # 9783319161143

Bibliographic Details

• Title: Multichannel Commerce
• Publisher: Springer International Publishing, Springer International Publishing Apr 2015
• Publication Date: 2015
• Language: English
• ISBN 10: 3319161148
• ISBN 13: 9783319161143
• Binding: Buch
• Condition: Neu
• Dimensions: 241W x 160H x 16D millimeters 241 millimeters width by 160 millimeters height by 16 millimeters depth
• Weight: 430 grams

About this title

Synopsis

This book takes an in-depth look at consumer behavior in the context of multichannel commerce and explores how the convergence of physical and electronic channels influences consumer decision-making in a multichannel environment. In this regard, it goes far beyond explaining choices between online and offline sales channels, instead providing insights into how the interplay between different channel types is valued by different consumer types and for different products. The book extends previous conceptualizations of multichannel commerce to reflect and incorporate recent technological advances. The results provide valuable guidelines on how, why and when multichannel integration services can be exploited by classical retailers, helping them to compete with their purely online competitors on the internet.

About the Author

Manuel Trenz is a researcher in the field of Information Systems, with a particular focus on the convergence of physical and electronic channels and the implications of IT innovations on firms and consumer behavior. He holds a PhD from the Business School of the University of Mannheim, Germany and previously worked as a research and teaching assistant at the University of Augsburg and the University of Mannheim. In 2013, he was a visiting scholar at the Marshall School of Business, University of Southern California, USA. He received his diploma (M.Sc.) in Management Information Systems from the University of Mannheim in 2010 and gained work experience at SAP and Roland Berger Strategy Consultants.