Multichannel management : a normative model towards optimality / / Gottfried Gruber

• Autore: Gruber Gottfried
• Pubblicazione: Bern, : Peter Lang International Academic Publishing Group, 2018; Frankfurt am Main, Germany : , : Peter Lang, , 2009
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (204)
• Disciplina: 658.81
• Soggetto topico: Sales management; Marketing - Management
• Soggetto non controllato: Consumer Behaviour; E-Commerce; Gruber; Management; Model; Multichannel; Normative; Optimality; Pricing; Stochastic Modelling; Towards
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Cover -- 1 Introduction -- 2 Literature Review -- 2.1 Price Levels -- 2.2 Price Elasticity -- 2.3 Price Dispersion -- 2.4 Search Costs -- 2.5 Transactions Costs -- 2.6 Pricing Strategies -- 2.7 Task Definitions -- 2.7.1 Physical Surroundings -- 2.7.2 Social Surroundings -- 2.7.3 Temporal Aspects -- 2.7.4 Task Definitions -- 2.7.5 Antecedent States -- 2.8 Reservation Prices -- 3 Research Scope -- 3.1 Discussion of Conditions -- 3.2 Discussion of Strategic Decisions -- 3.3 Market Model -- 4 Conceptual Consumer Model -- 4.1 Demographics -- 4.2 Product -- 4.3 Shopping Goal -- 4.4 Latent Demand -- 4.5 Formation of Reservation Prices -- 4.6 The Product-Shopping Goal Link -- 5 Basic Model -- 5.1 Reservation Prices -- 5.2 Intra-Firm Switching -- 5.3 Inter-Firm Switching -- 5.4 Assembling the Model -- 5.5 Expected Value -- 5.6 Price Elasticity -- 6 Basic Model - Refined -- 6.1 Influence of Marketing -- 6.1.1 Strategic Scope -- 6.1.2 Product Policy -- 6.1.3 Communication Policy -- 6.1.4 Distribution Policy -- 7 Simulation Model -- 7.1 The Firm Side -- 7.2 The Consumer Side -- 7.3 Scenarios -- 7.4 The Beta Distribution -- 7.5 Estimating Beta Distributions with Maximum Likelihood -- 8 Methodology -- 8.1 Survey -- 8.2 Sample Constitution -- 9 Results Books -- 9.1 Marketing Strategies -- 9.2 Elasticity -- 9.3 Mean and Variance -- 9.4 Consumer Drift Dynamics -- 9.5 Pricing -- 10 Results Clothes -- 10.1 Marketing Strategies -- 10.2 Elasticity -- 10.3 Mean and Variance -- 10.4 Consumer Drift Dynamics -- 10.5 Pricing -- 11 Results Digital Cameras -- 11.1 Marketing Strategies -- 11.2 Elasticity -- 11.3 Mean and Variance -- 11.4 Consumer Drift Dynamics -- 11.5 Pricing -- 12 Cross-Comparison -- 13 Conclusion and Limitations -- 13.1 Conclusion -- 13.2 Limitations -- A Detailed Tables -- A.1 Books -- A.2 Clothes -- A.3 Digital Cameras -- B Questionnaire. ; B.1 Internet Usage -- B.2 Shopping Behaviour -- B.3 Personality Traits -- B.4 Purchase Behavior -- B.5 Demographic.
• Sommario/riassunto: 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.
• Titolo autorizzato: Multichannel management
• ISBN: 3-631-75387-X
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910297041003321
• Lo trovi qui: Univ. Federico II
• Serie: Forschungsergebnisse der Wirtschaftsuniversität Wien ; ; Band 36.