Coordinating Internet Sales with Other Channels [electronic resource] : A Performance Measurement Model /
Pinterits, Andreas.author.
Since the Internet has become a common tool of daily life, many companies have introduced e-commerce channels in addition to their traditional sales channels. Such e-commerce channels typically share the same markets with traditional channels which exposes them to a set of chances and challenges. In order to benefit from the chances and to master the challenges of e-commerce, an appropriate performance measurement is essential. Andreas Pinterits develops a performance measurement system to cope with the different requirements of offline and online sales channels. The author discusses different methods for measuring customer channel switching behaviour during the purchasing process. Finally, he demonstrates the practical use of the model by a showcase implementation.
Description based upon print version of record.
E-commerce multichannel retailing -- Performance measurement -- Methodology - a structured approach for designing the model -- Performance measurement model for e-commerce multichannel retailing -- Demonstration of the performance measurement system model -- Summary and discussion of results.
Since the Internet has become a common tool of daily life, many companies have introduced e-commerce channels in addition to their traditional sales channels. Such e-commerce channels typically share the same markets with traditional channels which exposes them to a set of chances and challenges. In order to benefit from the chances and to master the challenges of e-commerce, an appropriate performance measurement is essential. Andreas Pinterits develops a performance measurement system to cope with the different requirements of offline and online sales channels. The author discusses different methods for measuring customer channel switching behaviour during the purchasing process. Finally, he demonstrates the practical use of the model by a showcase implementation.
Business.
Management science.
Marketing.
Information technology.
Business-Data processing.
Business and Management, general.
Marketing.
IT in Business.