19 Omnichannel Strategy

Arunachalam, S and Venkatesan, R (2020) 19 Omnichannel Strategy. In: The Routledge Companion to Strategic Marketing. Routledge. ISBN 9781138489080

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Abstract

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics.

Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy.

Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Affiliation: Indian School of Business
ISB Creiators:
ISB Creators
ORCiD
Arunachalam, S
http://orcid.org/0000-0003-4110-9531
Item Type: Book Chapter
Uncontrolled Keywords: Omnichannel Strategy
Subjects: Marketing
Depositing User: Gurusrinivasan K
Date Deposited: 28 Mar 2021 11:50
Last Modified: 28 Mar 2021 11:50
URI: https://eprints.exchange.isb.edu/id/eprint/1417
Publisher URL: https://www.routledge.com/The-Routledge-Companion-...
Publisher OA policy: https://www.routledge.com/The-Routledge-Companion-to-Strategic-Marketing/Schlegelmilch-Winer/p/book/9781138489080
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