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Keywords: Cross-channel integration
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Journal Articles
A configurational analysis of cross-channel integration
Available to Purchase
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2022) 122 (7): 1686–1706.
Published: 27 May 2022
...Qi Deng; Guijun Zhuang; Sihan Li; Hailong Yang Purpose Cross-channel integration improves the operations of multi-channel and omnichannel marketing and increase firms' overall performance. By addressing the extant gaps in current literature, this configurational analysis aims to test the combined...
