Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Touchpoint management for virtual products : making the intangible tangible by means of physical presences
Authors : Mandl, Teresa Valerie
Miesler, Linda
Conference details: Conference of the Int. Academy of Business & Economics, Las Vegas, USA, 14 October 2012
Issue Date: 2012
Language : English
Subjects : Consumer Behaviour; Products; Consumer Touchpoints
Subject (DDC) : 658.8: Marketing management
Abstract: During the consumer journey, consumers experience a company through various touchpoints, ranging from traditional points of contact such as the point of sale and call-center to online touchpoints such as company websites and Social Media (Spengler, Wirth, and Sigrist, 2010). This paper deals with the increasing importance of a certain touchpoint type, physical presences, for the success of virtual products. Physical presences in this context can be architectural, such as (retail) shops including their interior and people or they can be physical products that are directly associated to the virtual product.
Fulltext version : Published version
License (according to publishing contract) : Licence according to publishing contract
Departement: Life Sciences and Facility Management
School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Institute of Natural Resource Sciences (IUNR)
Appears in Collections:Publikationen Life Sciences und Facility Management

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