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Keywords: Conceptual framework
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (7-8): 1274–1295.
Published: 08 July 2014
... within the multichannel strategy of a major European telecoms provider. A conceptual framework of multichannel customer behaviour in a “social” multichannel environment is proposed. Design/methodology/approach – The study adopts an exploratory approach through 74 semi-structured interviews...
