Multichannel integration along the customer journey: a systematic review and research agenda
Abstract
Enabled by the proliferation of new marketing channels, customers can utilize and compare marketing mix–related information across channels in a direct manner, which entails a more complex customer journey. Therefore, the question of how to optimally manage the marketing mix along the customer journey in multichannel environments has become a vital issue for the delivery of consistent customer experiences. To address the recent call for research...
Paper Details
Title
Multichannel integration along the customer journey: a systematic review and research agenda
Published Date
Aug 12, 2019
Journal
Volume
40
Issue
15-16
Pages
1087 - 1118
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