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100   $a20150213h20152015  uy             0
101 0 $aeng
135   $aur|nu---|u||u
181   $ctxt
182   $cc
183   $acr
200 10$aToward cross-channel management $ea comprehensive guide for retail firms /$fFelix Brunner, Thomas Rudolph
210  1$aBerlin, Germany :$cDe Gruyter Oldenbourg,$d2015.
210  4$dİ2015
215   $a1 online resource (84 p.)
300   $aDescription based upon print version of record.
311   $a3-11-055389-9 
311   $a3-11-041698-0 
320   $aIncludes bibliographical references at the end of each chapters.
327   $tFront matter --$tContents --$tList of Figures --$tList of Tables --$tPreface --$tSummary --$t1. Introduction --$t2. The Strategic Perspective --$t3. The Planning Perspective --$t4. Outlook --$tAbout the Authors
330   $aNew digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping ? a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness. Today, retail incumbents aspire to integrate their channels to offer compelling switching opportunities among all online and offline channels ? an approach we coin cross-channel management. However, addressing cross-channel shoppers may entail a rise in business model complexity which can only be tackled by installing a firm-wide strategic change process. Set against this transformative background, this book offers insight into how firms can overcome said inertia and successfully transform their current channel specific business model to a much more integrated system of online and offline channels. With the help of 71 interviews with top and middle managers in retailing, this book derives a variety of recommendations in the field of cross-channel management for retailers and manufacturers.
606   $aRetail trade$xManagement
606   $aConsumer behavior
606   $aStores, Retail
606   $aShopping
615  0$aRetail trade$xManagement.
615  0$aConsumer behavior.
615  0$aStores, Retail.
615  0$aShopping.
676   $a658.87
700   $aBrunner$b Felix$01694758
702   $aRudolph$b Thomas
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910826495303321
996   $aToward cross-channel management$94073506
997   $aUNINA