Omnichannel customer journeys : fragments of a never-ending story?
Year of publication: |
2022
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Authors: | Both, Alina ; Steinmann, Sascha ; Chrysochou, Polymeros |
Published in: |
Advances in National Brand and Private Label Marketing : Ninth International Conference, 2022. - Cham : Springer International Publishing, ISBN 978-3-031-06581-1. - 2022, p. 31-38
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Subject: | Omnichannel retailing | Customer journey | Branding | Storytelling | Brand narratives | Sensemaking | Markenführung | Brand management | Narrative Methode | Narrative method | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Multikanalvertrieb | Multichannel strategy |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz im Buch ; Book section ; Konferenzbeitrag ; Conference paper |
Language: | English |
Other identifiers: | 10.1007/978-3-031-06581-1_4 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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