| 000 | 00000cam u2200205 a 4500 | |
| 001 | 000046187782 | |
| 005 | 20241108135134 | |
| 008 | 241107s2018 maud b 000 0 eng c | |
| 020 | ▼a 9781680834949 | |
| 022 | ▼z 1555-0761 (online) | |
| 035 | ▼a (KERIS)BIB000015426884 | |
| 040 | ▼a 221031 ▼c 221031 ▼d 211009 | |
| 082 | 0 4 | ▼a 658.8/72 ▼2 23 |
| 084 | ▼a 658.872 ▼2 DDCK | |
| 090 | ▼a 658.872 ▼b L783m | |
| 100 | 1 | ▼a Liu, Huan. |
| 245 | 1 0 | ▼a Multichannel retailing : ▼b a review and research agenda / ▼c Huan Liu, Lara Lobschat, Peter C. Verhoef. |
| 260 | ▼a Hanover, MA : ▼b Now Publishers, ▼c 2018. | |
| 300 | ▼a 83 p. : ▼b charts ; ▼c 24 cm. | |
| 490 | 1 | ▼a Foundations and trends in marketing, ▼x 1555-0753 ; ▼v vol.12, issue 1 |
| 504 | ▼a Includes bibliographical references (p. 67-83). | |
| 700 | 1 | ▼a Lobschat, Lara. |
| 700 | 1 | ▼a Verhoef, Peter C. |
| 830 | 0 | ▼a Foundations and trends in marketing ; ▼v vol.12, issue 1. |
| 945 | ▼a ITMT |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/서고7층/ | 청구기호 658.872 L783m | 등록번호 111903537 (1회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
Presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased dramatically, with a large number of new articles being published on this topic as retailers have adopted additional new channels and new channel technologies with unique characteristics, which has further increased the complexity of multichannel retailing. Thus, an updated understanding of how retailers and consumers influence and interact with each other in multichannel retail contexts is required.
The authors focus on the following questions: (1) What factors influence channel choices of retailers and customers? (2) How do retailers employ multichannel marketing strategies, and how do customers use different channels to search and purchase during their purchase journey? And (3) How do multichannel strategies and channel selection behavior affect customer outcomes and retailer performance? After presenting the definitions of key terms used in multichannel retailing, the authors introduce their framework. Next, they synthesize existing research and specify the three research questions with six subtopics by considering the perspectives of both customers and retailers. At the end of each subtopic, the authors discuss future research directions derived from research gaps, unresolved issues in practice, and environment changes. The monograph concludes with thoughts about the future of retailing.
Presents an overview of and draws conclusions from extant studies related to multichannel retailing. Academic interest in this topic has increased, with a number of new articles being published on this topic. An updated understanding of how retailers and consumers influence and interact with each other in multichannel retail contexts is required.
정보제공 :
목차
1. Introduction 2. Definitions 3. Framework 4. RQ1: Determinants of retailers'' channel choices 5. RQ2: Determinants of customers'' single-channel selections 6. RQ3: Multichannel shopping and customer segments 7. RQ4: Multichannel marketing strategies 8. RQ5: Synthesized outcomes of multichannel retailing at the customer level 9. RQ6: Synthesized outcomes of multichannel retailing at the retailer and channel levels 10. Concluding thoughts about future retailing References