Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation

Multichannel Retailing and Consumer Behaviour: Strategy Design and Implementation

This article aims to analyse and offer managerial guidance about the processes of planning, implementation and control of a multichannel strategy within the framework of Multichannel Customer Management Decision (MCMD). To achieve this objective, firstly we justify the growing adoption of a multicha...

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Bibliographic Details
Main Authors: Sánchez Pérez, Manuel, Estrella Ramón, Antonia María, Segovia López, Cristina, Marín Carrillo, María Belén
Format: info:eu-repo/semantics/article
Language:English
Published: IGI Global 2023
Subjects:
Marketing
Online Access:http://hdl.handle.net/10835/14837

Internet

http://hdl.handle.net/10835/14837

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