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M-commerce : experiencing the phygital retail

By: Duhan, Punita(Edited by) Singh, Anurag(Edited by)

1771887141 / 9781771887144
Usually dispatched within 4 weeks
23 cm 397 pages : illustrations (black and white, and colour)
Tertiary Education (US: College)  Learn More

This volume presents a pragmatic approach to understanding and capitalizing on contemporary m-commerce trend.

It comprehensively encapsulates the evolution, emergent trends, hindrances and challenges, and customer perceptions about various facets of how physical and online retail channels are merging, blurring, and influencing each other in new ways.

The rapid rise of m-commerce (or mobile commerce) has led to the emergence of new paradigms in the marketplace.

The difference between physical and digital retail is diminishing, and a new "phygital retail" phenomenon is on the rise.

Marketers need to understand this emerging paradigm and consider the new opportunities and challenges involved.

This volume, M-Commerce: Experiencing the Phygital Retail, provides a comprehensive discussion of the contemporary m-commerce concepts along with the emerging paradigms in a pragmatic way.

It presents empirical analyses and reviews on the myriad aspects of m-commerce, including both contemporary academic and business research.


KJE E-commerce: business aspects

Our price£116.00
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