Dieser Artikel beleuchtet die aktuellen Herausforderungen im Omni-Channel-Marketing der Pharma-Industrie in Deutschland, der Schweiz und Österreich. Er liefert Marketingführungskräften evidenzbasierte praxisnahe Lösungsvorschläge entlang der zentralen Phasen einer Marketingstrategie.

Dieser Artikel beleuchtet die aktuellen Herausforderungen im Omni-Channel-Marketing der Pharma-Industrie in Deutschland, der Schweiz und Österreich. Er liefert Marketingführungskräften evidenzbasierte praxisnahe Lösungsvorschläge entlang der zentralen Phasen einer Marketingstrategie.

As omnichannel service is now becoming the norm in the competitive landscape, the purpose of this chapter is fourfold: (1) describing the historical evolution that has led to the development of omnichannel services from multichannel through a literature review of the topic; (2) identifying the...

This study proposes an extended Stimulus-Organism-Response framework that investigates perceived seamlessness and product information as drivers of omni-channel shopping satisfaction, as well as the resulting consumer response outcomes. There is a specific focus on consumption and...

This study proposes an extended Stimulus-Organism-Response framework that investigates perceived seamlessness and product information as drivers of omni-channel shopping satisfaction, as well as the resulting consumer response outcomes. There is a specific focus on consumption and...

Purpose This research aims to examine the integral elements of omnichannel retailing, an evolving approach that blends online and offline shopping experiences. It focuses on how various factors – merchandise variety, monetary saving, personal interaction, complaint handling, social influence,...