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No-Line-Handel: Höchste Evolutionsstufe Im Multi-Channeling by Gerrit Heinemann

No-Line-Handel: Höchste Evolutionsstufe Im Multi-Channeling

by Gerrit Heinemann
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Book cover type: Paperback
  • ISBN13: 9783658008505
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 261
  • Original Price: EUR 37.37
  • Language: German
  • Edition: 2013
  • Item Weight: 454 grams
  • BISAC Subject(s): Management

Das heutige Konsumentenverhalten wird zunehmend gepr�gt durch die parallele Nutzung von Medien und Einkaufskan�len. Um dabei Kundenkonfusion zu vermeiden, sollte im Multi-Channel-Handel keine Trennung mehr in reine Online- und Offline-Welten stattfinden. Aus Kundenperspektive m�ssen vielmehr die Online- und Offline-Kan�le zu "No-Line"-Systemen verschmolzen werden, in denen alle Absatzkan�le maximal vernetzt und integriert sind. Dieses setzt auch das Vorhandensein eines Mobile-Commerce-Kanals voraus, den die Konsumenten parallel zum station�ren Einkauf nutzen k�nnen. Nur so ist f�r sie das maximal m�gliche Spektrum an Multi-Channel-Leistungen "anywhere and anytime" abrufbar. Gerrit Heinemann zeigt die Besonderheiten des neuen No-Line-Handels auf und stellt dar, welche enormen Chancen diese h�chste Evolutionsstufe des Multi-Channel-Handels insbesondere f�r traditionelle Betriebsformen bietet.

"Absolut innovativ! Ich habe bisher international kein Buch gesehen, das offline, online und mobil so verbindet und in ein schl�ssiges Konzept einbindet. Super geschrieben: klar, pr�gnant und wie immer mit griffigen Best Practices..."

Dr. Dirk Seifert, Forschungsleiter der Fudan University in Shanghai

.

Prof. Dr. Gerrit Heinemann ist Professor für Betriebswirtschaftslehre, Management und Handel und Leiter des eWeb-Research-Centers an der Hochschule Niederrhein.

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