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The book explores the necessity for businesses to integrate online and offline activities in response to evolving customer behaviors and technological advancements. It emphasizes that customers now utilize both channels complementarily, prompting enterprises to balance their strategies across physical and virtual realms. The text argues that adopting integrated business concepts is essential for gaining sustainable competitive advantages, highlighting the potential for alliances between traditional companies and Internet-based ventures as a strategic response to these challenges.
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Cross-Channel Cooperation, Matthias Häsel, Tobias Kollmann
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- Année de publication
- 2006
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