I comportamenti d?acquisto multicanale. Posizioni emergenti e fabbisogni di ricerca

Francesco Ricotta

ECONOMIA E DIRITTO DEL TERZIARIO, 2009, vol. 21, issue 2, 237-264

Abstract: 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

Date: 2009
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.francoangeli.it/riviste/Scheda_Rivista. ... 296&Tipo=ArticoloPDF (text/html)
Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fan:ededed:v:html10.3280/ed2009-002003

Ordering information: This journal article can be ordered from
http://www.francoang ... o.aspx?IDRivista=202

Access Statistics for this article

ECONOMIA E DIRITTO DEL TERZIARIO is currently edited by FrancoAngeli

More articles in ECONOMIA E DIRITTO DEL TERZIARIO from FrancoAngeli Editore
Bibliographic data for series maintained by Stefania Rosato ().