Multi-Channel-Strategien im stationären Einzelhandel
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Multi-Channel-Strategien im stationären Einzelhandel

Multi-Channel-Strategien im stationären Einzelhandel


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About the Book

Die rasante Entwicklung des Internets führt zu erheblichen Veränderungen des täglichen Lebens sowie der wirtschaftlichen Tätigkeit von Unternehmen. Der stationäre Handel steht vor der großen Herausforderung, sowohl dem Wunsch der Konsumenten nach einer zusätzlichen Shoppingmöglichkeit im Internet als auch der Bedrohung durch Internethändler geeignet entgegen zu treten. Im Fokus dieses Buches steht demnach die Frage nach Erklärungsansätzen einer optimalen Ausgestaltung einer sog. Multi-Channel-Strategie im deutschen stationären Einzelhandel, u.a. des Elektronikeinzelhandels und des Lebensmitteleinzelhandels. Nach einer detaillierten Auseinandersetzung mit den Grundlagen des Multi-Channel-Handels (Kapitel 1) sowie einer begrifflichen und definitorischen Abgrenzung des Multi-Channel-Handels (Kapitel 2), zeigt das Buch im dritten Kapitel ausführlich die internetinduzierten Veränderungen der Wettbewerbsbedingungen auf und hebt die Relevanz des vorliegenden Themas hervor. In Kapitel 4 wird auf die Herausforderungen, die sich im Rahmen der Umsetzung einer Multi-Channel-Strategie ergeben, näher eingegangen. In Kapitel 5 werden die verschiedenen Strategieformen stationärer Einzelhändler in Deutschland systematisch betrachtet, um anschließend Strategiedimensionen zu identifizieren und zu klassifizieren. Mögliche Erklärungsansätze einer optimalen Multi-Channel-Strategie werden abschließend in Kapitel 6 dieses Buches diskutiert. Sämtliche Kapitel des Buches werden in ihrer Untersuchung durch Expertenmeinungen gestützt.
About the Author: Andreas Stolz wurde 1984 in Euskirchen geboren. Im Jahre 2011 schloss er das Diplomstudium der Betriebswirtschaftslehre an der Universität zu Köln nach einem zwischenzeitlichen Studienaufenthalt in Budapest erfolgreich ab. Bereits während seines Studiums sammelte der Autor zahlreiche Erfahrungen im Bereich des strategischen Marketings sowie der Markenberatung. Nach Stationen bei der Deutschen Telekom, der Publicis Brand Consultancy, Interone, Scholz & Friends und diffferent arbeitet er nun bei think moto in Berlin, einer strategischen Designagentur mit Fokus auf digitale Medien.


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Product Details
  • ISBN-13: 9783842897908
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 177 gr
  • ISBN-10: 3842897901
  • Publisher Date: 25 Apr 2013
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Sub Title: Wie das Internet den Handel verändert
  • Width: 148 mm


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