Journal of Research in Interactive Marketing, Volume 11, Number 4
ebook ∣ Digitalization in Retailing - Moving Beyond e-commerce · Journal of Research in Interactive Marketing
By Anita Radon
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The aim of this ebook is to go beyond e-commerce marketing to further develop our understanding of how digitalization affects consumption patterns and business logic in a retail context. This ebook explores the challenges that face retailers in the future as they grapple with how to create meaningful experiences for their customers.
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