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Multi-Channel Retailing
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Multi-Channel Retailing (Paperback)

£84.00
Printed to order. Despatched in 2-3 weeks.
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Synopsis

The advent of the Internet has added another dimension to the way that merchandise reaches consumers. Integrating this technology with traditional retailing methods has become the dominant retail model that students of retailing should all be aware of. Multi-Channel Retailing identifies and explains the underlying principles of e-retailing and its relationship with conventional retail methods. The strategic integration of brick-and-mortar stores, electronic retailing, and direct marketing methods forms the core of this text. It begins with the roots of the multi-channel approach, analyzes key players, and explores the techniques that are used to develop effective online stores and synchronize cross-channel functions. The book will provide readers with a guide for implementing and operating a successful e-retailing business. Students will learn that a key element of developing multi-channel strategies is understanding consumer needs and implementing appropriate technologies.

Features: -- Profiles of key multi-channel retailers at the end of each unit -- Case studies and Internet-based activities -- Instructor's Guide includes solutions to review questions, case study problems, and sample tests -- PowerPoint(r) Presentation highlights key points in the text

BusinessBusiness & managementSales & marketingBusinessIndustry & industrial studiesDistributive industriesRetail sector Publisher: Bloomsbury Publishing PLC Publication Date: 01/12/2009 ISBN-13: 9781563676307  Details: Type: Paperback Format: Books
Availability: Printed to order. Despatched in 2-3 weeks.  

Lynda Gamans Poloian is Professor Emerita at Southern New Hampshire University.

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