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Sales Excellence durch Organisationale Multichannel-Integration - Eine Roadmap für Unternehmen

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  • Schön, Silke
  • Schögel, Marcus

Abstract

Der Multichannel-Vertrieb, die Kundenansprache über mehrere Kanäle, ist für Unternehmen heute die vorherrschende Vertriebsform. Um Kunden optimal anzusprechen, stellt sich die Frage nach der richtigen Integration aller Kanäle: Welches ist die beste Organisation der Vertriebskanäle? Anhand einer Studie mit über 200 Managern zeigt dieser Beitrag eine Roadmap für Unternehmen hin zur Omnichannel-Excellence im Vertrieb (Schön 2017).

Suggested Citation

  • Schön, Silke & Schögel, Marcus, 2017. "Sales Excellence durch Organisationale Multichannel-Integration - Eine Roadmap für Unternehmen," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(4), pages 104-113.
    • Handle: RePEc:zbw:hsgmrs:275930
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    References listed on IDEAS

    as
    1. Herhausen, Dennis & Binder, Jochen & Schoegel, Marcus & Herrmann, Andreas, 2015. "Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration," Journal of Retailing, Elsevier, vol. 91(2), pages 309-325.
    2. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    3. Zhang, Jie & Farris, Paul W. & Irvin, John W. & Kushwaha, Tarun & Steenburgh, Thomas J. & Weitz, Barton A., 2010. "Crafting Integrated Multichannel Retailing Strategies," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 168-180.
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