Ladengestaltung — Grundlagen und Konzepte

Weinberg, Peter; Purper, Guido

doi:10.1007/978-3-8349-9160-7_30

Cited by 2 publications

(1 citation statement)

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“…Increasing mobility and the development of ICT (which, among other things, leads to new marketing channels and increasing capacities in the back end) expand the competitive situation in retail business to an additional geographical level (Purper 2007). The intensity of competition increases the need for a consistent orientation toward customer requirements, market demarcation, and boosts accelerated tendencies towards consolidation processes in reseller markets (Zboralski/Gemünden 2004;Weinberg/Purper 2006). Accordingly, the changes in society's values -which precede the changes in buying behavior -have a higher impact on developments in the retail business.…”

Section: Theoretical Background Of Multi-channel Retailingmentioning

confidence: 97%

Interactive Web 2.0 Applications in the Multi-Channel Marketing for Retailers

Möhlenbruch

Blunck

Ritschel

2010

European Retail Research

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This literature review recapitulates the state of the art knowledge about the characteristics of Web 2.0 instruments and deduces application options for multi-channel marketing by retailers. The different instruments of Web 2.0 and the theoretical foundations of multi-channel marketing are introduced. The authors assign the specific Web 2.0 applications through the instrumental areas of retailing by confronting their particular features and functions with the specific chances, risks, goals and the operational and strategic demands (needs) of multi-channel management. This systematization gives retailers the chance to choose their instrumental assignments strategically, based on their specific goals in multi-channel marketing.

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Section: Theoretical Background Of Multi-channel Retailingmentioning

confidence: 97%