The impact of alternative digital touchpoints on the customer buying process
In both traditional and digital channels, the marketing function aims at devising and implementing appropriate strategies and tactics for each stage consumers go through when they are considering a purchase. In the digital environment, brands interact with consumers with use of digital touchpoints,...
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Γλώσσα: | English |
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2022
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Διαθέσιμο Online: | https://nemertes.library.upatras.gr/handle/10889/23286 |