Omnichannel as a Consumer-Based Marketing Strategy
Objective: creating omnichannel strategies requires understanding how customers use multiple channels in their journeys. Yet the customer experience in this environment is under-researched, hindering the development of strategic guidelines and the progress of omnichannel theory. This article offers...
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| Principais autores: | , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2023-07-01
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| Serier: | RAC: Revista de Administração Contemporânea |
| Fag: | |
| Online adgang: | https://rac.anpad.org.br/index.php/rac/article/view/1598 |
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