One-to-One-Marketing-Maßnahmen gewinnen sowohl in der wissen-schaftlichen Literatur als auch in der Unternehmenspraxis zunehmend an Bedeutung. Wie stark sich unterschiedliche One-to-One-Marketing-Maßnahmen in der Unternehmenspraxis durchgesetzt haben, wird in diesem Artikel anhand einer...

Purpose: Many marketplace examples suggest that using gamification in the online retail shopping context boosts sales and positively affects customer loyalty. Nevertheless, more research is needed to understand the effects of digital games on consumer behavior and their underlying psychological...

To study price dynamics of the Swiss online retail market, prices of 1200 products from 299 retailers were observed for 50 days. The authors identified four dynamic pricing strategies, compared the price changes of pure online and cross-channel retailers and measured how dynamic pricing...