Student thesis from 2014 in the field of book studies, grade: 1.0, University of Technology, Economics and Culture Leipzig (Master’s in publishing and trade management), language: German, abstract: This term paper deals with the importance of multi-channel marketing for German booksellers and bookstores. In the first section, the basics of multi-channel trading are explained using definitions of the terms multi-channel trading, multiple retailing and multi-channel marketing.
In the following, the basics of multi-channel trading are explained using the contact principles and possible strategy variants, in order to then make statements about the channel behavior of customers. In the next section, the individual target systems of the three hierarchical levels of corporate goals, marketing goals and multi-channel marketing goals are discussed in order to derive opportunities, risks and challenges for companies with multi-channel marketing. Subsequently, the multi-channel marketing volume in the widespread book trade as well as existing channels and instruments will be examined and based on a few examples such as Thalia, Tyrolia, Ocelot and Stories! Be occupied.
The conclusion at the end of the term paper summarizes the findings of the previous sections by briefly discussing the feasibility of multi-channel marketing for bookstores of different sizes and giving a recommendation for action.