000			01509nam a22001937a 4500
005			20250109144348.0
008			250109b |||||||| |||| 00| 0 eng d
020			_a9783658446741
082			_a658.872 _bWIR
100			_aWirtz, Bernd W _97566
245			_aMultichannel marketing: _bstrategy - design - digital technology
260			_bSpringer _aWiesbaden _c2024
300			_axiii, 741 p.
365			_aEUR _b119.99
490			_aSpringer Texts in Business and Economics
520			_aIncreasing customer demands and innovations in digital sales require targeted management and flexible organisation of multiple sales channels. Multi-channel marketing can be used to achieve outstanding competitive advantages. This book provides a comprehensive and systematic overview of the fundamentals and management of multi-channel marketing. The book understands multi-channel marketing as an integrative marketing system with special consideration of digital technologies. “Multi-Channel-Marketing is with increasing frequency a key success factor for companies in competition for customers. Bernd Wirtz’ textbook provides a clearly patterned, incorporated and theoretically funded overview for this purpose. The author excellently succeeded in illustrating in a descriptive way the considerable complexity and breadth of applicability and contemporaneously establishing a high practical relevance.” (https://link.springer.com/book/10.1007/978-3-658-44675-8)
650			_aMarketing
942			_cBK _2ddc
999			_c8388 _d8388