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Multichannel Marketing
Bernd W. Wirtz
其他書名
Strategy – Design – Digital Technology
出版Springer Nature, 2024
ISBN36584467579783658446758
URLhttp://books.google.com.hk/books?id=6AElEQAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋Zusammenfassung: 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