RECASTING THE CUSTOMER EXPERIENCE IN TODAY’S OMNI-CHANNEL ENVIRONMENT
Omni-channel marketing refers to the synergetic management of the available channels and customer touchpoints to enhance the customer experience and improve performance. It has become a cornerstone of marketing strategy but putting it into practice is still one of the major challenges that firms fac...
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| Format: | Article |
|---|---|
| Language: | English |
| Published: |
Universidade de Santiago de Compostela
2016-05-01
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| Series: | Revista Galega de Economía |
| Online Access: | https://ojs3usc.devxercode.es/index.php/ubr/article/view/1739 |
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