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Multi-Channel-Retailing by Hanna Schramm-Klein


Multi-Channel-Retailing by Hanna Schramm-Klein

Hanna Schramm-Klein analysiert die Wirkungen von Multi-Channel-Systemen auf das individuelle Konsumentenverhalten und zeigt, dass Multi-Channel-Systeme bei Betonung von Ahnlichkeit und Konsistenz in der Ausgestaltung als Strategie zur Steigerung des Share of Customer eingesetzt werden konnen.

About the Author

Dr. Hanna Schramm-Klein ist wissenschaftliche Assistentin von Prof. Dr. Joachim Zentes am Institut fur Handel und Internationales Marketing der Universitat Saarbrucken.

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Book Info

Publication date

25th February 2003


Hanna Schramm-Klein

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Deutscher Universitats-Verlag


430 pages


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