Crafting Integrated Multichannel Retailing Strategies
Journal of Interactive Marketing, pp. 168-180, 2010.
Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today's retail landscape. While there are many benefits of operating multiple channels, these retailers also face many challenges. In this article, we discuss the key issue...More
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