Multichannel management : a normative model towards optimality / Gottfried Gruber.

Format:

Book

Author/Creator:

Gruber, Gottfried, author.

Series:

Forschungsergebnisse der Wirtschaftsuniversität Wien ; Band 36.

Forschungsergebnisse der Wirtschaftsuniversität Wien ; Band 36

Language:

English

Subjects (All):

Sales management.

Marketing--Management.

Marketing.

Physical Description:

1 online resource (204)

Edition:

1st ed.

Place of Publication:

Bern Peter Lang International Academic Publishing Group 2018

Frankfurt am Main, Germany : Peter Lang, 2009.

Language Note:

English.

Summary:

A company operating various sales channels, e.g. the Internet and a traditional shop, inevitably faces a tricky coordination problem. As prevalent approaches often do not lead to a satisfying solution, the author suggests a normative model to offer directions for the optimal channel coordination. The model is based on stochastic purchase and switching probabilities, given certain conditions like prices and supportive marketing activities (like delivery time or shop environment). A company can fit its consumer base to the model and simulate various effects on its earnings by altering prices or marketing activities. The model is a market-based playground to develop new holistic strategies for a multichannel company without affecting the market.

Contents:

Cover

1 Introduction

2 Literature Review

2.1 Price Levels

2.2 Price Elasticity

2.3 Price Dispersion

2.4 Search Costs

2.5 Transactions Costs

2.6 Pricing Strategies

2.7 Task Definitions

2.7.1 Physical Surroundings

2.7.2 Social Surroundings

2.7.3 Temporal Aspects

2.7.4 Task Definitions

2.7.5 Antecedent States

2.8 Reservation Prices

3 Research Scope

3.1 Discussion of Conditions

3.2 Discussion of Strategic Decisions

3.3 Market Model

4 Conceptual Consumer Model

4.1 Demographics

4.2 Product

4.3 Shopping Goal

4.4 Latent Demand

4.5 Formation of Reservation Prices

4.6 The Product-Shopping Goal Link

5 Basic Model

5.1 Reservation Prices

5.2 Intra-Firm Switching

5.3 Inter-Firm Switching

5.4 Assembling the Model

5.5 Expected Value

5.6 Price Elasticity

6 Basic Model - Refined

6.1 Influence of Marketing

6.1.1 Strategic Scope

6.1.2 Product Policy

6.1.3 Communication Policy

6.1.4 Distribution Policy

7 Simulation Model

7.1 The Firm Side

7.2 The Consumer Side

7.3 Scenarios

7.4 The Beta Distribution

7.5 Estimating Beta Distributions with Maximum Likelihood

8 Methodology

8.1 Survey

8.2 Sample Constitution

9 Results Books

9.1 Marketing Strategies

9.2 Elasticity

9.3 Mean and Variance

9.4 Consumer Drift Dynamics

9.5 Pricing

10 Results Clothes

10.1 Marketing Strategies

10.2 Elasticity

10.3 Mean and Variance

10.4 Consumer Drift Dynamics

10.5 Pricing

11 Results Digital Cameras

11.1 Marketing Strategies

11.2 Elasticity

11.3 Mean and Variance

11.4 Consumer Drift Dynamics

11.5 Pricing

12 Cross-Comparison

13 Conclusion and Limitations

13.1 Conclusion

13.2 Limitations

A Detailed Tables

A.1 Books

A.2 Clothes

A.3 Digital Cameras

B Questionnaire.

B.1 Internet Usage

B.2 Shopping Behaviour

B.3 Personality Traits

B.4 Purchase Behavior

B.5 Demographic.

Notes:

Includes bibliographical references.

Creative Commons Attribution 4.0 International CC BY 4.0 https://creativecommons.org/licenses/by/4.0/legalcode

Description based on: online resource; title from pdf title page (JSTOR, viewed June 27, 2020).

ISBN:

9783631753873

363175387X

OCLC:

1163816769

Access Restriction:

Unrestricted online access