The authors describe in detail what makes today’s online retailing different and provide eight central success factors for the new generation of Internet sales. Based on internationally recognized best practices, it becomes obvious what makes online retailers successful. The authors pull together “lessons learned” from the last 10 years, and give readers a tour of the future of online selling.
Contents
Online Retailing in Transition – Revolution, not Evolution
New Online Retailing – What Does It Mean?
Eight Success Factors in New Online Retailing
Best Practices in New Online Retailing
Risks and Benefits of New Online Retailing
Target Groups
Top management in the retailing and consumer goods industries
Teachers and students in marketing and retailing
About the Authors
Gerrit Heinemann is a professor of business, management and trade at the
Niederrhein University of Applied Sciences, Mönchengladbach, Germany.
Christoph Schwarzl is Managing Director and Retail Industry Principal at Accenture,
Düsseldorf, Germany.
