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Maximizing Consumer Value through Channel Integration [Paperback]

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Item description for Maximizing Consumer Value through Channel Integration by Elena Bernard...

Multi-channel retailers have been adopting different multi-channel formats that range from complete channel separation (e.g., Victoria's Secret) to close integration (e.g., Bed, Bath and Beyond). The purpose of this research is to determine which multi-channel strategy offers the most value to multi-channel shoppers. The success of a multi-channel retailing strategy is believed to depend on consumers' perceptions of channel complementarity, which reflects the degree to which multiple retail channels work synergistically to create value. Using sophisticated methodologies, this research shows that consumers prefer greater fulfillment integration and moderate levels of merchandising similarity between the store and the website of a multi-channel retailer. Website is perceived more favorably than the store in facilitating merchandising diversity in the multi-channel distribution system. Furthermore, shoppers' evaluations of channel complementarity appear to vary across their shopping motivations, technology factors and perceived risks. This research is addressed to academics studying channel integration issues as well as practitioners involed in channel design decisions.

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Item Specifications...

Pages   172
Est. Packaging Dimensions:   Length: 9.61" Width: 6.69" Height: 0.37"
Weight:   0.62 lbs.
Binding  Softcover
Release Date   Jan 10, 2008
Publisher   VDM Verlag Dr. Mueller e.K.
ISBN  383643850X  
ISBN13  9783836438506  

Availability  56 units.
Availability accurate as of Oct 27, 2016 07:22.
Usually ships within one to two business days from La Vergne, TN.
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1Books > Subjects > Business & Investing > General
2Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General
3Books > Subjects > Nonfiction > Social Sciences > Media Studies
4Books > Subjects > Nonfiction > Social Sciences > Sociology > General

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