I comportamenti d’acquisto multicanale. Posizioni emergenti e fabbisogni di ricerca
Journal title ECONOMIA E DIRITTO DEL TERZIARIO
Author/s Francesco Ricotta
Publishing Year 2010 Issue 2009/2
Language Italian Pages 28 P. 237-264 File size 1105 KB
DOI 10.3280/ED2009-002003
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The diffusion of ICT technologies, the increased customer heterogeneity, the spreading of differentiation strategies and the emerging form of convergent competition lead firms to explore different channels to interact with consumers. Such innovations drive managers to develop a multichannel approach toward customers aimed at designing, deploing, coordinating and evaluating channels through which firms and customers interact. This, with the goal of enhancing value offered to customers through effective customer acquisition and retention. The paper tackles this issue proposing a framework to analyze the drivers of customer channel choice in a multichannel environment
Francesco Ricotta, I comportamenti d’acquisto multicanale. Posizioni emergenti e fabbisogni di ricerca in "ECONOMIA E DIRITTO DEL TERZIARIO " 2/2009, pp 237-264, DOI: 10.3280/ED2009-002003