Toward Cross-Channel Management: A Comprehensive Guide for Retail Firms

by Felix Brunner and Thomas Rudolph

New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping. This considerable change in consumer behavior offers great potential for retailers worldwide to strengthen their competitiveness.

Today, retail incumbents aspire to integrate their channels to offer compelling...

• Format: Hardcover
• Language: English
• ISBN: 3110416980
• ISBN13: 9783110416985
• Release Date: January 2015
• Publisher: de Gruyter Oldenbourg
• Length: 84 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.3" x 6.7" x 9.6"
• Grade Range: Postsecondary