Touchpoint management for virtual products : making the intangible tangible by means of physical presences

Mandl, Teresa Valerie; Miesler, Linda

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.
URI:	https://digitalcollection.zhaw.ch/handle/11475/11461
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

Files in This Item:

There are no files associated with this item.

Show full item record

Mandl, T. V., & Miesler, L. (2012). Touchpoint management for virtual products : making the intangible tangible by means of physical presences. Conference of the Int. Academy of Business & Economics, Las Vegas, USA, 14 October 2012.

Mandl, T.V. and Miesler, L. (2012) ‘Touchpoint management for virtual products : making the intangible tangible by means of physical presences’, in Conference of the Int. Academy of Business & Economics, Las Vegas, USA, 14 October 2012.

T. V. Mandl and L. Miesler, “Touchpoint management for virtual products : making the intangible tangible by means of physical presences,” in Conference of the Int. Academy of Business & Economics, Las Vegas, USA, 14 October 2012, 2012.

MANDL, Teresa Valerie und Linda MIESLER, 2012. Touchpoint management for virtual products : making the intangible tangible by means of physical presences. In: Conference of the Int. Academy of Business & Economics, Las Vegas, USA, 14 October 2012. Conference paper. 2012

Mandl, Teresa Valerie, and Linda Miesler. 2012. “Touchpoint Management for Virtual Products : Making the Intangible Tangible by Means of Physical Presences.” Conference paper. In Conference of the Int. Academy of Business & Economics, Las Vegas, USA, 14 October 2012.

Mandl, Teresa Valerie, and Linda Miesler. “Touchpoint Management for Virtual Products : Making the Intangible Tangible by Means of Physical Presences.” Conference of the Int. Academy of Business & Economics, Las Vegas, USA, 14 October 2012, 2012.