Multichannel Management

Gottfried Gruber

ISBN 10: 3631594453 / ISBN 13: 9783631594452

Published by Peter Lang, Peter Lang Okt 2009, 2009

About this Item

Neuware -A company operating various sales channels, e.g. the Internet and a traditional shop, inevitably faces a tricky coordination problem. As prevalent approaches often do not lead to a satisfying solution, the author suggests a normative model to offer directions for the optimal channel coordination. The model is based on stochastic purchase and switching probabilities, given certain conditions like prices and supportive marketing activities (like delivery time or shop environment). A company can fit its consumer base to the model and simulate various effects on its earnings by altering prices or marketing activities. The model is a market-based playground to develop new holistic strategies for a multichannel company without affecting the market. 206 pp. Englisch.

Seller Inventory # 9783631594452

Bibliographic Details

• Title: Multichannel Management
• Publisher: Peter Lang, Peter Lang Okt 2009
• Publication Date: 2009
• Language: English
• ISBN 10: 3631594453
• ISBN 13: 9783631594452
• Binding: Buch
• Condition: Neu
• Dimensions: 216W x 153H x 15D millimeters 216 millimeters width by 153 millimeters height by 15 millimeters depth
• Weight: 385 grams

About this title

Synopsis

A company operating various sales channels, e.g. the Internet and a traditional shop, inevitably faces a tricky coordination problem. As prevalent approaches often do not lead to a satisfying solution, the author suggests a normative model to offer directions for the optimal channel coordination. The model is based on stochastic purchase and switching probabilities, given certain conditions like prices and supportive marketing activities (like delivery time or shop environment). A company can fit its consumer base to the model and simulate various effects on its earnings by altering prices or marketing activities. The model is a market-based playground to develop new holistic strategies for a multichannel company without affecting the market.

About the Author

The Author: Gottfried Gruber studied economics and computer science (Wirtschaftsinformatik) at the Vienna University of Technology from 1998-2003. Until 2006 he successfully completed the Center for Central European Financial Markets Program as well as a portfolio management program. From 2006 until 2009 he earned a doctor’s degree at the Vienna University of Economics and Business. During his studies he was employed at software companies, telecommunication companies, and banks.