Multichannel Management

A Normative Model Towards Optimality
1. Auflage 2009
ISBN: 978-3-631-59445-2
Verlag: Peter Lang

Buch, Englisch, Band 36, 204 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 385 g

Reihe: Forschungsergebnisse der Wirtschaftsuniversität Wien

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.

Autoren/Hrsg.

Gruber, Gottfried

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Produktionsmanagement, Qualitätskontrolle

Inhaltsverzeichnis

Contents: Multichannel Retailing – E-Commerce – Marketing Management – Pricing – Consumer Behaviour –Stochastic Modelling – Genetic Algorithms – Stochastic Optimization.

Über Autor(innen)

The Author: Gottfried Gruber studied economics and computer science (Wirtschaftsinformatik) at the Vienna University of Technology from 1998-2003. Until 2006 he successfully completed the Center for Central European Financial Markets Program as well as a portfolio management program. From 2006 until 2009 he earned a doctor’s degree at the Vienna University of Economics and Business. During his studies he was employed at software companies, telecommunication companies, and banks.