Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
- ISBN-10
- 1799814130
- ISBN-13
- 9781799814139
- Category
- Business & Economics
- Pages
- 571
- Language
- English
- Published
- 2019-10-11
- Publisher
- IGI Global
- Authors
- Elena, Fabio, Musso
Description
In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.
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