Handbook of Research on Retailing H 480 p. 18
内容
The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick & mortar players are expanding their online operations and setting up their own discount banners, while the power houses of online retail are going physical, and hard discounters get caught up in the Wheel of Retailing. Each of these players has to keep up with the consumer - even successful companies cannot sit back and rest but need to prepare for the next wave of change. In the face of this complexity, it is all the more important to take stock of current knowledge, based on insights and experience from leading scholars in the field. What do we know from extant studies, and what are the ensuing best practices? What evolutions are ahead, and will current recipes still work in the future? This Handbook sheds light on these issues with its research-based analysis of the strategic and tactical issues that comprise the state of the art in retailing. This book's future-based perspective makes it an excellent resource for academics in retailing and marketing, as well as marketing and retailing consultants, retailers, and marketing managers.
