Informational Challenges in Omnichannel Marketing: Remedies and Future Research
Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel marketing: (1) data access and integration, (2) marketing attribution, and (3) con...
| Main Authors: | , , , , , , , |
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| Other Authors: | |
| Format: | Article |
| Published: |
SAGE Publications
2021
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| Online Access: | https://hdl.handle.net/1721.1/130135 |