Preisdifferenzierung im Omni Channel-Handel (Marktorientiertes Management)
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£27.18£28.33 -
£10.58
£12.58 -
£16.71
£17.13
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Anschließend erforscht sie, wie Konsumenten auf kanalbasierte Preisdifferenzen mit höheren Offline-, Online- oder Mobile-Preisen reagieren und überprüft, inwieweit der Einsatz der zuvor entwickelten Kommunikationsstrategie die Reaktion auf ebensolche Preispremien beeinflussen kann. Mithilfe zweier empirischer Studien generiert die Autorin neue Erkenntnisse, insbesondere im Hinblick auf Preispremien in digitalen Kanälen.
Sie leitet überdies wertvolle praktische Handlungsempfehlungen für die Preis- und Kanalgestaltung von Mehrkanalhändlern ab. .
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£27.18
£28.33 -
£10.58
£12.58 -
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£17.13
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