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Multikanalstrategien im Handel

Multikanalstrategien im Handel


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About the Book

Bachelorarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Westfälische Wilhelms-Universität Münster (Wirtschaftsinformatik), Sprache: Deutsch, Abstract: "Wir müssen dort sein, wo der Kunde uns erwartet!" ist eine immer häufiger zu hörende Aussage von Top-Managern. Die Kunden erwarten heutzutage spezifische Konsum- und Interaktionsmöglichkeiten, die in Bezug zu ihrem individuellen Lebensstil und ihren situativen Bedingungen stehen. Um dem Wandel des Käuferverhaltens hin zu einem multioptionalen Kunden, der stetig seine Bedürfnisse nach Individualität, Mobilität und Komfort zu befriedigen sucht, Rechnung zu tragen, setzen viele Unternehmen verstärkt auf den parallelen Einsatz mehrerer Absatzkanäle. Das gleichzeitige Angebot verschiedener Vertriebswege ist nichts Neues, dennoch wird dieses Thema aktuell unter dem Stichwort Multikanalsysteme in Fachkreisen intensiv diskutiert. Die Entwicklung neuer Technologien, insbesondere des Internets, die zur Entstehung neuer Vertriebstypen geführt haben, begründet die gesteigerte Aufmerksamkeit, die dem Thema entgegengebracht wird. Die Akzeptanz und Präsenz des Internets hat erheblich zugenommen. Die Nutzer setzen es nicht nur in der Freizeit und zu Recherchezwecken, sondern auch verstärkt im kommerziellen Kontext ein. Die Entwicklung des Internets als Vertriebs- und Kommunikationsweg hat dem integrierten Anbieten und Managen multipler Kanäle so neuen Glanz verliehen. Zusätzlich wird dem Managen von Mehrkanalsystemen ein gänzlich veränderter, nämlich strategischer Stellenwert beigemessen. Vor allem der Handel hat die Potenziale einer unternehmensübergreifenden Multikanalstrategie erkannt. Multikanal Management wird heute als Mittel zur Marktbearbeitung im strategischen Management der Unternehmen betrieben. Gerade im Handel, der von einer hohen Anzahl von Kundenkontakten geprägt ist, stellen innovative aufeinander abgestimmte Vertriebstypen Chancen dar, sich gegenüber der Konkurrenz


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Product Details
  • ISBN-13: 9783656093800
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 181 gr
  • ISBN-10: 3656093806
  • Publisher Date: 03 Jan 2012
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Sub Title: Evaluation von Kriterien für eine erfolgreiche Umsetzung anhand ausgewählter Beispiele
  • Width: 148 mm


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