M-commerce : experiencing the phygital retail /
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 mergin...
| Uniform Title: | M-commerce (Oakville, Ont.) |
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| Corporate Author: | |
| Other Authors: | , |
| Format: | eBook |
| Language: | English |
| Published: |
Oakville, ON, Canada ; Palm Bay, Florida, USA :
Apple Academic Press Inc.,
[2019]
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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. |
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| Physical Description: | 1 online resource (xxvi, 409 pages) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780429487736 0429487738 9780429946820 0429946821 9780429946806 0429946805 9780429946813 0429946813 |