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2015 | OriginalPaper | Chapter

Success in Multichannel Retailing Using the Internet: an Exploratory Analysis

Author : Lifan Yang

Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Publisher: Springer International Publishing

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More retailers are now incorporating the Internet as a channel to their existing operations and becoming multichannel retailers. However, not all multichannel retailers are successful in their attempts and even some otherwise successful traditional retailers have failed to capitalize on the Internet as a retail channel.

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previous chapter In-Forming the Iphone: Sequence and Frequency of Technological Transmutations as Reflected in the Collective Media
next chapter The Role of B2B Virtual Trade Shows and Their Effect on Show Performance
Metadata
Title
Success in Multichannel Retailing Using the Internet: an Exploratory Analysis
Author
Lifan Yang
Copyright Year
2015
Book
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Print ISBN: 978-3-319-11796-6

Electronic ISBN: 978-3-319-11797-3

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-11797-3_195