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Chancen und Risiken von Brick&Click: Multi-Channel-Marketing im Bekleidungseinzelhandel by Kock, Stefan

Chancen und Risiken von Brick&Click: Multi-Channel-Marketing im Bekleidungseinzelhandel

by Stefan Kock
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Book cover type: Paperback
  • ISBN13: 9783868152807
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Igel
  • Publisher Imprint: Igel
  • Publication Date:
  • Pages: 100
  • Original Price: USD 69.9
  • Language: German
  • Edition: N/A
  • Item Weight: 141 grams
  • BISAC Subject(s): Marketing / General

Der deutsche Bekleidungseinzelhandel befindet sich momentan in einer schwierigen Lage: sinkende Umsätze und billige, branchenfremde Discounter sorgen für einen verschärften Kampf um die Konsumenten auf dem Modemarkt. Auch das Konsumentenverhalten verändert sich: der moderne Kunde möchte immer häufiger selbst bestimmen, wo, wann und wie er sich über Produkte informiert und diese kauft. Gewinner ist hier, wer die Kunden auf lange Sicht an sein Unternehmen binden kann. Eine Strategie ist das Anbieten mehrerer Absatzkanäle für den Kunden, das sogenannte Multi-Channel-Marketing. Stefan Kock nimmt in seiner Studie ein spezifisches Modell des Multi-Channel-Marketing im Einzelhandel, das sog. Brick&Click-Marketing, genauer unter die Lupe, um so die Forschungslücke in diesem Bereich zu füllen sowie Ansätze aufzuzeigen für weitere Analysen der einzelnen Geschäftsmodelle innerhalb des Multi-Channel-Marketing. Darüber hinaus verbindet der Autor traditionelle Ansätze der Betriebswirtschaftslehre mit denen der Wirtschaftsinformatik, um auf diese Weise das Thema Brick&Click-Marketing im Bekleidungseinzelhandel fachübergreifend darzustellen. Die Studie richtet sich vor allem an stationäre Händler der Bekleidungsbranche, die überlegen, das Internet als zusätzlichen Absatzkanal einzuführen. Des Weiteren stellt die vorliegende Studie wertvolle Lektüre für Studenten und andere Interessierte dar, die sich mit dem Thema Multi-Channel-Marketing im Handel befassen und mehr über die einzelnen Erscheinungsformen des Multi-Channel-Marketing erfahren möchten.

Stefan Kock, Jahrgang 1979, studierte Betriebswirtschaftslehre und Kommunikationswissenschaften an der Universität Lüne-burg sowie Marketing an der Angelo State University in Texas, USA. Aktuell arbeitet der Autor als SEM Experte & Web Analyst bei einem eCommerce-Unternehmen in Hamburg.

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