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Online Channel Integration
Jochen Binder
€ 66.49
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Description for Online Channel Integration
Paperback. Online Channel Integration Num Pages: 301 pages, 42 black & white illustrations, 32 black & white tables, biography. BIC Classification: KJS; KJSM. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 18. Weight in Grams: 401.
Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experience, by combining the online and offline channels. Also, it is unclear if these channel integration activities can actually help multichannel firms obtain a strategic advantage over their online pureplay competitors. Jochen Binder investigates how, why, and to what extent an integrated online channel increases customer value and leads to higher willingness to pay, customer loyalty and purchase intention in a ... Read more
Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase experience, by combining the online and offline channels. Also, it is unclear if these channel integration activities can actually help multichannel firms obtain a strategic advantage over their online pureplay competitors. Jochen Binder investigates how, why, and to what extent an integrated online channel increases customer value and leads to higher willingness to pay, customer loyalty and purchase intention in a ... Read more
Product Details
Format
Paperback
Publication date
2013
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
301
Condition
New
Number of Pages
281
Place of Publication
, Germany
ISBN
9783658045722
SKU
V9783658045722
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Jochen Binder
Jochen Binder completed his doctoral thesis under the supervision of Prof. Dr. Marcus Schögel at the Institute of Marketing at the University of St. Gallen.
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