pt. 1. Strategies for empirical advances in information systems and e-commerce research -- pt. 2. Understanding the dynamics and outcomes associated with information technology investments -- pt. 3. New approaches for studying mechanism design in online auctions -- pt. 4. New empirical...

Frontmatter -- Vorwort -- Inhalt -- 1. Thematische und begriffliche Grundlegung -- 2. Segmentierung – Optimierung des Kundennutzens -- 3. Positionierung – Optimierung des Kundenvorteils -- 4. Kommunikation – Optimierung der Kundenwahrnehmung -- 5. Vertrieb – Optimierung der Kundennähe...

Part I: Introduction to Multichannel Marketing -- 1. Introduction to Multichannel Marketing -- Part II: Basics of Multichannel Marketing -- 2. Introduction to the Basics of Multichannel Marketing -- 3. Development of Multichannel Marketing -- 4. Actors, Structures, and Relationships -- 5....

Frontmatter -- Contents -- Digital Economy in the 21 Century: An Introduction to the Institutional Approach -- Part I: The Scientific Concept of the Digital Economy in the 21st Century -- 1 Digital Economy as a Modern Type of Economic System -- 2 “Digitalization”- Overcoming Institutional...