Omni-Channel Strategy in the Framework of the Search Engines

Abstract

This study explores the importance of application search engine (ASE) technology in the omni-channel strategy. For this purpose, this chapter firstly explains the concepts of the omni-channel and the search engines and the importance of them. Then, omni-channel in the framework of ASEs is discussed. Finally, recommendations for further researches are presented.

Citation

Gultekin, B. and Erdem, S. (2020), "Omni-Channel Strategy in the Framework of the Search Engines", Dirsehan, T. (Ed.) Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey, Emerald Publishing Limited, Leeds, pp. 211-232. https://doi.org/10.1108/978-1-80043-388-520201017