The advent of the Internet has added another dimension to the way
that merchandise reaches consumers. Integrating this technology
with traditional retailing methods has become the dominant retail
model that students of retailing should all be aware of.
Multi-Channel Retailing identifies and explains the underlying
principles of e-retailing and its relationship with conventional
retail methods. The strategic integration of brick-and-mortar
stores, electronic retailing, and direct marketing methods forms
the core of this text. It begins with the roots of the
multi-channel approach, analyzes key players, and explores the
techniques that are used to develop effective online stores and
synchronize cross-channel functions. The book will provide readers
with a guide for implementing and operating a successful
e-retailing business. Students will learn that a key element of
developing multi-channel strategies is understanding consumer needs
and implementing appropriate technologies. Features: -- Profiles of
key multi-channel retailers at the end of each unit -- Case studies
and Internet-based activities -- Instructor's Guide includes
solutions to review questions, case study problems, and sample
tests -- PowerPoint(r) Presentation highlights key points in the
text
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