n the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ‘SoLoMo synergies’ that arise from this paradigm shift in future shopping, which also promises new and effective marketing options for traditional retailers. It also reflects the current status of research and business practice, analyzing the basic factors of SoLoMo in detail. The importance of Location-based Services (LBS) is elaborated and analyzed in an empirical study using a market based case of kaufDA – a leading German online shopping network. The evidence shows that customers see LBS as an attractive tool and are prepared to change their buying behavior. Though LBS is still in its early stages and its professional longevity remains to be seen, it also promises tremendous potential for the future.
Format:
CONTRIBUTORS: Gerrit Heinemann
EAN: 9783662515693
COUNTRY: Germany
PAGES:
WEIGHT: 454 g
HEIGHT: 235 cm
PUBLISHED BY: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
DATE PUBLISHED: 2016-09-10
CITY:
GENRE: BUSINESS & ECONOMICS / Management, BUSINESS & ECONOMICS / Sales & Selling / General, BUSINESS & ECONOMICS / Production & Operations Management, COMPUTERS / Electronic Commerce
WIDTH: 155 cm
SPINE:
Book Themes:
Business strategy, Business innovation, E-commerce: business aspects, Sales and marketing, Computer applications in the social and behavioural sciences
Dr. Gerrit Heinemann is currently a Professor of Business Administration, Management and Commerce, and Head of the eWeb Research Center at Niederrhein University of Applied Sciences.Christian Gaiser is CEO of Bonial International Group, the global alliance of companies in the United States, Germany, France, Spain, Russia and Brazil providing location-based services to retailers, manufacturers and consumers.
