A research was employed to present consumers’ preferences of touchpoints/channels for search, payment and delivery, and to find out the drivers that lead consumers to use more than one channel simultaneously and/or interchangeably in a buying process. The results will guide the readers to understand consumer behaviour in the new omni-channel world.
Öztürk, S. and Okumuş, A. (2018), "The Birth of Omni-Channel Marketing and New Dynamics of Consumers’ Approach to Retail Channels", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, pp. 247-272. https://doi.org/10.1108/978-1-78714-557-320181018Download as .RIS
Emerald Publishing Limited
Copyright © 2018 Emerald Publishing Limited