Omnichannel management capabilities in international marketing : the effects of word of mouth on customer engagement and customer equity
Year of publication: |
2024
|
---|---|
Authors: | Akter, Shahriar ; Babu, Mujahid Mohiuddin ; Hossain, Tasnim M. Taufique ; Dey, Bidit Lal ; Liu, Hongfei ; Singh, Pallavi |
Published in: |
International marketing review. - Bingley : Emerald, ISSN 1758-6763, ZDB-ID 2032066-8. - Vol. 41.2024, 1, p. 42-73
|
Subject: | International dynamic marketing capabilities | Omnichannel marketing | Positive WOM | Customer engagement | Customer equity | Beziehungsmarketing | Relationship marketing | Virales Marketing | Viral marketing | Marketingmanagement | Marketing management | Kundenwert | Customer value | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour |
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