By Gerrit Heinemann, Christoph Schwarzl
The authors describe intimately what makes today’s on-line retailing varied and supply 8 vital luck elements for the recent new release of web revenues. in line with across the world well-known top practices, it turns into visible what makes on-line shops winning. The authors pull jointly “lessons discovered” from the final 10 years, and provides readers a journey of the way forward for on-line promoting.
on-line Retailing in Transition – Revolution, no longer Evolution
New on-line Retailing – What Does It Mean?
8 luck elements in New on-line Retailing
most sensible Practices in New on-line Retailing
dangers and merits of latest on-line Retailing
best administration within the retailing and client items industries
academics and scholars in advertising and retailing
in regards to the Authors
Gerrit Heinemann is a professor of industrial, administration and alternate at the
Niederrhein college of technologies, Mönchengladbach, Germany.
Christoph Schwarzl is handling Director and Retail imperative at Accenture,
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Additional info for New Online Retailing: Innovation and Transformation
Figureȱ2Ȭ11:ȱProcessȱareasȱforȱonlineȱpurchasesȱ Source: Kollmann 2007, p. 149; Refers to Foscht/Swoboda 2004, p. 162 Pre-purchase Internal info search Problem identificat. Product search External info search Purchase Online shop.
2 2 New Online Retailing — What Does It Mean? 2 2 New Online Retailing — What Does It Mean? ȱ Figureȱ2Ȭ6:ȱ ȱAbilityȱtoȱmanageȱcustomerȬorientedȱprocessȱhandlingȱ Source: Osterloh/Frost 2003, p. 2 2 New Online Retailing — What Does It Mean? ȱȱ Figureȱ2Ȭ7:ȱ Businessȱprinciplesȱofȱnewȱonlineȱretailingȱ Source: Based on Osterloh/Frost 2003, p. ȱ Figureȱ2Ȭ8:ȱ ȱParadigmȱshiftȱinȱmarketingȱ Source: Based on Schneider 2001, p. 3 2 New Online Retailing — What Does It Mean? ȱ Figureȱ2Ȭ9:ȱ ȱClassificationȱofȱconventionalȱandȱdigitalȱCMȱ Source: Based on Ahlert 2002, p.
1 2 New Online Retailing — What Does It Mean? ȱYahooȇsȱnewȱmobileȱsearchȱfunction,ȱinȱcoopȬ erationȱwithȱTȬMobile,ȱyieldsȱpictures,ȱpodcasts,ȱnewsȱandȱlinksȱforȱeachȱsearch,ȱinȬ steadȱofȱusingȱtheȱclassicȱlinkȱlistȱ(still)ȱinȱuseȱbyȱGoogle. ȱ Figureȱ2Ȭ2:ȱ DSLȱConnectionsȱinȱGermanyȱ Source: FAZ 2009, No. 125, p. 20; Schmundt 2008, p. 170; FAZ 2009 No. 82, p. 1 2 New Online Retailing — What Does It Mean? 1 2 New Online Retailing — What Does It Mean? Figureȱ2Ȭ4:ȱ ȱTheȱInternetȱasȱaȱmediumȱinȱtheȱcommunicationȱprocessȱ Source: Based on Kollmann 2007, p.