{"id":"https://openalex.org/W78374287","doi":"https://doi.org/10.1007/978-3-8349-8875-1_5","title":"Zusammenfassung und zuk\u00fcnftiger Forschungsbedarf","display_name":"Zusammenfassung und zuk\u00fcnftiger Forschungsbedarf","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W78374287","doi":"https://doi.org/10.1007/978-3-8349-8875-1_5","mag":"78374287"},"language":"de","primary_location":{"id":"doi:10.1007/978-3-8349-8875-1_5","doi":"https://doi.org/10.1007/978-3-8349-8875-1_5","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-8349-8875-1_5","pdf_url":null,"source":{"id":"https://openalex.org/S4306463307","display_name":"Gabler eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Integrierte Multichannel-Kommunikation im Einzelhandel","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W4250945062","display_name":"Integrierte Multichannel-Kommunikation im Einzelhandel"},"type":"book-chapter","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5068529201","display_name":"Ulf-Marten Schmieder","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Ulf-Marten Schmieder","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5068529201"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"385","last_page":"397"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.5590999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.5590999722480774,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4318999946117401,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.004000000189989805,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/retail-trade","display_name":"retail trade","score":0.4620000123977661},{"id":"https://openalex.org/keywords/integrated-communication","display_name":"integrated communication","score":0.671999990940094},{"id":"https://openalex.org/keywords/multichannel-strategy","display_name":"multichannel strategy","score":0.8339999914169312},{"id":"https://openalex.org/keywords/interactive-media","display_name":"interactive media","score":0.9810000061988831},{"id":"https://openalex.org/keywords/research-gap","display_name":"research gaps","score":0.6169999837875366}],"concepts":[{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.6568136811256409},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.41095829010009766},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.24190610647201538}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1007/978-3-8349-8875-1_5","doi":"https://doi.org/10.1007/978-3-8349-8875-1_5","is_oa":false,"landing_page_url":"https://doi.org/10.1007/978-3-8349-8875-1_5","pdf_url":null,"source":{"id":"https://openalex.org/S4306463307","display_name":"Gabler eBooks","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"ebook platform"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Integrierte Multichannel-Kommunikation im Einzelhandel","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2136001983","https://openalex.org/W4250945062","https://openalex.org/W4248535266","https://openalex.org/W4249446866","https://openalex.org/W4240994880","https://openalex.org/W2495683944","https://openalex.org/W107143696","https://openalex.org/W4241285247","https://openalex.org/W4207007863","https://openalex.org/W2884765746"],"abstract_inverted_index":{"Wie":[0],"im":[1,63],"Grundlagenteil":[2],"der":[3,24,38,46,61,84,92,101,117],"vorliegenden":[4,118],"Untersuchung":[5],"belegt":[6],"werden":[7],"konnte,":[8],"ist":[9],"die":[10,113],"Kommunikation":[11,62],"ein":[12],"wesentliches":[13],"Instrument":[14],"des":[15,78],"Handelsmarketing":[16],"mit":[17,60],"Querschnittsfunktion":[18],"und":[19,28,86,94,112],"stark":[20],"wachsendem":[21],"Stellenwert":[22],"bei":[23,91],"Marktbearbeitung":[25],"durch":[26,69],"national":[27],"international":[29],"agierende":[30],"Einzelhandelsunternehmungen.":[31],"Im":[32],"Gegensatz":[33],"zur":[34,115],"hohen":[35],"Bedeutung":[36],"in":[37,45],"unternehmerischen":[39],"Praxis":[40],"stellt":[41],"sie":[42],"jedoch":[43],"einen":[44],"Handelsforschung":[47],"kaum":[48,56],"untersuchten":[49],"Bereich":[50],"dar.":[51],"So":[52],"wurden":[53],"einerseits":[54],"bislang":[55],"fundierte":[57],"wissenschaftliche":[58],"Auseinandersetzungen":[59],"Einzelhandel":[64],"gef\u00fchrt.":[65],"Andererseits":[66],"fehlen":[67],"weitgehend":[68],"empirische":[70],"Erhebungen":[71],"gesicherte":[72],"Erkenntnisse":[73],"\u00fcber":[74],"dieses":[75],"wichtige":[76],"Marketinginstrument":[77],"Handels.":[79],"Umfassende":[80],"Forschungsl\u00fccken":[81],"bestehen":[82],"hinsichtlich":[83],"Gestaltungsm\u00f6glichkeiten":[85],"Entwicklungsperspektiven":[87],"einer":[88],"integrierten":[89],"Kommunikationsarbeit":[90],"Planung":[93],"Umsetzung":[95],"von":[96],"Multichannel-Strategien":[97],"sowie":[98],"insbesondere":[99],"bez\u00fcglich":[100],"Integration":[102],"neuer":[103],"interaktiver":[104],"Medien.":[105],"Die":[106],"genannten":[107],"Forschungsdefizite":[108],"bildeten":[109],"den":[110],"Ausgangspunkt":[111],"Motivation":[114],"Anfertigung":[116],"Untersuchung.":[119]},"counts_by_year":[],"updated_date":"2026-10-10T09:11:00.788812","created_date":"2016-06-24T00:00:00"}