What is it about?
This study synthesises current understanding and developments in omnichannel marketing, provides a comprehensive and structured review of this domain, and suggests future research directions
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Why is it important?
This study is useful for practitioners as it outlines the pillars of recent developments in omnichannel marketing based on scholarly literature.
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This page is a summary of: Omnichannel marketing: structured review, synthesis, and future directions, The International Review of Retail Distribution and Consumer Research, February 2022, Taylor & Francis, DOI: 10.1080/09593969.2022.2034125.
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