Corpus ID: 12876178

CHANNEL INTEGRATION TOWARDS OMNICHANNEL MANAGEMENT : A

@inproceedings{Mirsch2016CHANNELIT,
  title={CHANNEL INTEGRATION TOWARDS OMNICHANNEL MANAGEMENT : A},
  author={Tobias Mirsch},
  year={2016}
}
The evolution of technology and the constant digitalisation strongly influence how consumers behave, how markets develop, and how companies and consumers interact. By offering many channels, companies attempt to react to these developments. In recent years, researchers as well as practitioners have proposed omnichannel management as the best approach to offer several channels. An omnichannel strategy enables consumers to use channels seamlessly and interchangeably and experience the channels… Expand
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