Cantitate/Preț
Produs
Total produse
Vezi coșul
Multichannel Marketing de Bernd W. Wirtz

Multichannel Marketing

Autor Bernd W. Wirtz
en Limba Engleză Hardback – 28 sep 2024
Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies.
“Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.”
Dr. Rainer Hillebrand, Deputy Executive Board Chairman of Otto Group
“Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. ’The Wirtz’ is essential for everyone who is concerned with this highly topical subject in his studies or in practice already.”
Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG
Citește tot Restrânge

Preț: 72758 lei

Preț vechi: 88730 lei
-18%

Puncte Express: 1091
Preț estimativ în valută:
12865€ • 15168$ • 11104£

Carte tipărită la comandă

Livrare economică 19 martie-02 aprilie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă

Specificații

ISBN-13: 9783658446741
ISBN-10: 3658446749
Pagini: 756
Ilustrații: X, 390 p. 276 illus. in color.
Dimensiuni: 160 x 241 x 46 mm
Greutate: 1.29 kg
Ediția:2024
Editura: Springer
Locul publicării:Wiesbaden, Germany

Cuprins

Part I: Introduction to Multichannel Marketing.- 1. Introduction to Multichannel Marketing.- Part II: Basics of Multichannel Marketing.- 2. Introduction to the Basics of Multichannel Marketing.- 3. Development of Multichannel Marketing.- 4. Actors, Structures, and Relationships.- 5. Framework Conditions of Multichannel Marketing.- 6. Goal System and Challenges of Multichannel Marketing.- 7. Theoretical Foundations of Multichannel Marketing.- Part III: Information Technology Basics of Multichannel Marketing.- 8. Introduction to the Information Technology Basics of Multichannel Marketing.- 9. Information Management and Business Intelligence.- 10. Internet Communication and Human-Machine Applications.- 11. Digital Payment Systems and Security in Multichannel Marketing.- 12. Internet of Things.- 13. Artificial Intelligence and Quantum Computing.- 14. Big Data, Cloud Computing, and Blockchain Technology.- 15. Digital Automation and Robotics.- Part IV: Strategic Multichannel Marketing.- 16. Introduction to Strategic Multichannel Marketing.- 17. Analysis of the Strategic Company Situation.- 18. Market Segmentation in Multichannel Marketing.- 19. Strategy Definition in Multichannel Marketing.- 20. Design of the Multichannel System.- Part V: Operational Multichannel Marketing.- 21. Introduction to Operational Multichannel Marketing.- 22. Pricing and Conditions Policy.- 23. Product Policy.- 24. Communication Policy.- 25. Distribution Policy.- 26. Case Study Otto Group. Part Vi: Coordination of Multichannel Marketing.- 27. Introduction to the Coordination of Multichannel Marketing.- 28. Efficient Consumer Response (ECR) in Multichannel Marketing.- 29. Channel Relationship Management.- 30. Digital Platforms and Sharing Economy.- 31. Digital Ecosystem, Disintermediation, and Disruption.- 32. Organizational Management of Multichannel Marketing.- Part VII: Controlling of  Multichannel Marketing.- 33. Auditing and Evaluation of Multichannel Marketing.- 34. Cost and Profitability Analysis.

Notă biografică

Bernd W. Wirtz holds the Chair of Information and Communication Management at the German University of Administrative Sciences Speyer, Germany.  

Textul de pe ultima copertă

Increasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies.
“Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.”
Dr. Rainer Hillebrand, Deputy Executive Board Chairman of Otto Group
“Wirtz examines the whole path down from theoretical basic knowledge of Multi-Channel-Marketing right up to the practical realization. This book is a needed approach which is at the same time a reference book for specific issues. ’The Wirtz’ is essential for everyone who is concerned with this highly topical subject in his studies or in practice already.”
Dr. Arno Mahlert, Chief Executive Officer Tchibo Holding AG (2004-2009), Member of the Board of Directors Peek&Cloppenburg KG and maxingvest AG

Caracteristici

Presents multichannel marketing as an integrative system Introduces cost and profitability analysis of marketing strategies Delves into contracting, product, communication, and distribution policies