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...
| Published in: | RAC: Revista de Administração Contemporânea |
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| Main Authors: | , |
| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2023-07-01
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| Subjects: | |
| Online Access: | https://rac.anpad.org.br/index.php/rac/article/view/1598 |