Clicks, Bricks And Brands

Martin Lindstrom

• 01 juni 2001
• 9780749434908

Samenvatting:

The world's most controversial marriage is currently taking place: the union between offline retailers and online e-tailers. Will the two survive the marriage? What direction will traditional retailing take over the next few years? And what role are e-tailers facing, with low earnings, weak distribution and limited consumer support? With a mix of theory, case study, practical advice and hot updates weekly on the Clicks, Bricks and Brands website, Lindstrom gives retailers and dot.com companies a clear picture of how to make successful clicks and bricks marriages. The exclusive case studies show how leading e-tailers like drugstore.com and Yahoo! initiated marriages with offline retailers and weathered the conversion to clicks-and-mortar business. Conversely, candid exposes contributed by Nokia and Tesco illustrate how these major retailers wooed online e-tailers and made the transition from exclusively offline operations to clicks-and-mortar partnerships.