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Thomas Josef Metzler
Former Member
Title
MMag.
Last Name
Metzler
First name
Thomas Josef
Phone
+41 71 224 7186
Homepage
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1 - 5 of 5
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PublicationTouchpoint usage in a shoppers' path-to-purchase(Stockholm School of Economics, Babson College, 2014-05-10)As preferences for touchpoints have changed since the advent of the Internet (Burke 2002) knowledge about shoppers' path-to-purchase is increasingly important (MSI 2012) and challenges retail managers to reallocate their marketing budgets. In order to gain a deeper insight into the shoppers' path-to-purchase, we analyze how touchpoint usage is influenced by utilitarian (task oriented) or hedonic (recreational) product category characteristics and purchase risk (high/low uncertainty) - a framework recently used by Kushwawa and Shankar (2013). Unlike past research (see Neslin and Shankar 2009) we also consider channels which are not owned by the retailer.Type: conference paper
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PublicationKonsumententrends im Schweizer Bekleidungsdetailhandel : Das Branchenprofil 2015/16(Forschungszentrum für Handelsmanagement, 2015)Type: book
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PublicationCross-Channel Management 2014 : in Deutschland, Österreich und der Schweiz(Universität St. Gallen - Forschungszentrum für Handelsmanagement, 2014)Type: book
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PublicationDer Schweizer Online-Handel : Internetnutzung Schweiz 2013(Forschungszentrum für Handelsmanagement, 2013)Reisinger, MelanieType: book
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PublicationWie Kunden einkaufen(Manager-Magazin-Verlagsgesellschaft, 2014-09-22)Type: newspaper articleJournal: Harvard Business Manager onlineIssue: September