國立虎尾科技大學 |

Multichannel marketing = strategy -- design -- digital technology /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Multichannel marketing/ by Bernd W. Wirtz.
其他題名:	strategy -- design -- digital technology /
作者:	Wirtz, Bernd W.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2024.,
面頁冊數:	xiii, 741 p. :ill. (some col.), digital ; : 24 cm.;
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-658-44675-8
ISBN:	9783658446758

Multichannel marketing = strategy -- design -- digital technology /
Wirtz, Bernd W.

Multichannel marketingstrategy -- design -- digital technology /[electronic resource] :by Bernd W. Wirtz. - Wiesbaden :Springer Fachmedien Wiesbaden :2024. - xiii, 741 p. :ill. (some col.), digital ;24 cm. - Springer texts in business and economics,2192-4341. - Springer texts in business and economics..

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.

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. Dr. Rainer Hillebrand, Member of the Supervisory Board Otto Group (2019-), Member of the Executive Board of the Otto Group for Strategy, E-Commerce, Business Intelligence (1999-2019) "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.

ISBN: 9783658446758

Standard No.: 10.1007/978-3-658-44675-8doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5415

Dewey Class. No.: 658.8

Multichannel marketing = strategy -- design -- digital technology /
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