Managing customer experiences in an omnichannel world : melody of online and offline environments in the customer journey

• Other Authors: Dirsehan, Taşkın, 1985- (Editor)
• Format: eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2020.
• Subjects: Consumer behavior.; Marketing > Technological innovations.; Business & Economics > Marketing > General.; Sales & marketing management.; elektronické knihy; electronic books
• ISBN: 9781800433908; 9781800433885
• Physical Description: 1 online resource (344 pages)

In a typical day, a customer's journey moves from a physical to a digital environment multiple times, to successfully and effectively manage a customer's experience organizations need to integrate both these environments in an omnichannel way. This edited book examines customer journeys, o...