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Cui et al., 2019 - Google Patents

Omnichannel marketing: The challenge of data-integrity

Cui et al., 2019

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Document ID
15554748960567087718
Author
Cui H
Ghose A
Halaburda H
Iyengar R
Pauwels K
Sriram S
Tucker C
Venkataraman S
Publication year
Publication venue
Northeastern U. D’Amore-McKim School of Business Research Paper

External Links

Snippet

Channels have traditionally been viewed as intermediaries that facilitate the transfer of products from manufacturers to consumers. Innovations in digital technologies help firms to integrate the customer experience across channels and devices. This new phenomenon is …
Continue reading at papers.ssrn.com (PDF) (other versions)

Classifications

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