-
- Tác giả: Saibal Ray
- Thông tin XB: Springer International Publishing, 2020
- Mô tả vật lý: 290
- Tóm tắt: This book aims to revisit the “traditional” interaction between channel strategies and the marketing mix in a connected world. In particular, it focuses on the following four dimensions in this context: Consumers, Products, Value Proposition and Sustainability. Keeping in mind the growing digitalization of business processes in the retail world and the move towards omni-channel retailing, the book introduces the state-of-the-art academic and practitioner studies along these dimensions that could ...
- Từ khóa: Channel Strategies; Marketing Mix; New technologies
Tìm kiếm thêm
