Multi-Channel Retailing

(Paperback)

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Description

As one of the first textbooks to present a comprehensive view of multichannel retailingthe practice of trading through several selling channels concurrentlyMultichannel Retailing is critical for any student preparing for todays job market. This timely and compelling textbook identifies and explains the underlying principles of e-retailing and its relationship with conventional retail methods. Strategic integration of brick-and-mortar stores, electronic retailing, and direct marketing methods form the core of the text. Multichannel Retailing examines the roots of the multichannel approach, analyzes key players, and explores the techniques that are used to develop effective online stores and synchronize cross-channel functions. This book is a guide to implementing and operating a successful e-retailing business, and it offers ideas and solutions for expanding the cross-channel capabilities of traditional retail operations. Instructors, contact your Sales Representative for access to Instructors Materials.

Author Bio

Lynda Gamans Poloian is based at Southern New Hampshire University.