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CRM in a German multichannel retailing company: investigating and evaluating the sales people’s roles

Rashid, T and Patten, E 2015, 'CRM in a German multichannel retailing company: investigating and evaluating the sales people’s roles' , International Journal of Sales, Retailing and Marketing . (In Press)

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Abstract

2013 is the 20th birth-year of the World Wide Web, probably the most important technological invention since Gutenberg’s letterpress. It has enormous impact on people’s lives. In Germany, where bricks and mortar sales have stagnated over the last few years, the integration of the Internet as an additional communication and distribution channel has become one of the predominant issues for retail companies. This paper aims to present the research topic and to show the need for research in the proposed area of multichannel retailing in Germany. The empirical case study will later be conducted in a German multichannel retail company that recently launched an online store as an integrated channel. The paper is dived in three main parts: In part 1 the methodology of the conducted systematic literature review is presented. It describes how the key words were selected, which resources were used and how the literature was classified, analysed and synthesized. Part 2 describes the field of research, by drawing a picture of the development and current trends of multichannel retailing in Germany. It demonstrates how multichannel retailing has changed the customers´ purchasing behaviour. Furthermore, it exposes a linkage between multichannel retailing with customer relationship management (CRM). In Part 3 the gaps in literature for the proposed research topic and the research objectives are presented.

Item Type: Article
Themes: Media, Digital Technology and the Creative Economy
Schools: Schools > Salford Business School > Business and Management Research Centre
Journal or Publication Title: International Journal of Sales, Retailing and Marketing
Publisher: Centre for International Research Consumers, Locations and their Environments
Refereed: Yes
ISSN: 2045-810X
Funders: Non funded research
Depositing User: Dr Tahir Rashid
Date Deposited: 17 Mar 2015 10:39
Last Modified: 29 Oct 2015 00:50
URI: http://usir.salford.ac.uk/id/eprint/33804

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