Informational Challenges in Omnichannel Marketing: Remedies and Future Research

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel marketing: (1) data access and integration, (2) marketing attribution, and (3) con...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing 2021-01, Vol.85 (1), p.103-120
Hauptverfasser:	Cui, Tony Haitao, Ghose, Anindya, Halaburda, Hanna, Iyengar, Raghuram, Pauwels, Koen, Sriram, S., Tucker, Catherine, Venkataraman, Sriraman
Format:	Artikel
Sprache:	eng
Schlagworte:	Marketing
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!