Today, most firms employ online and offline distribution channels. Customers combine both channels for information search and purchase. However, researchers and practitioners are still lacking insight concerning the creation of additional customer value, in terms of a seamless purchase...

Einführung -- Bezugsrahmen des Konstrukts Cross Buying -- Entwicklung des Konstrukts Cross Buying extended -- Multi Partner Bonusprogramme -- Cross Buying extended in Multi Partner Bonusprogrammen -- Ergebnisse der empirischen Untersuchung -- Fazit und Schlussbetrachtung.