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TitleThe interactivity between sales channels on omni-channel retail
Author(s)Abreu, Maria José
Miranda, Daniela
Issue date2019
PublisherCRC Press
Abstract(s)The change in retail, derived from evolution of technology and consumer behavior, leads to a constant up-grading of the strategies employed by retailers on their brands, requiring, in this way, research initiatives on this transformation. This article discusses the importance of interactivity and integration of sales channels in the omni-channel retail, providing a literary review and a contextualization on terms and concepts of this discipline.
TypeConference paper
AccessRestricted access (UMinho)
Appears in Collections:DET/2C2T - Comunicações em congressos internacionais com arbitragem científica

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