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  1. 2022

  2. Personalized marketing communication of Russian retailers: linking theory with practice

    Гогуа, М. М., 8 Apr 2022, (Submitted).

    Research output: Contribution to conference › Abstract › peer-review

  3. How has the COVID-19 Pandemic Transformed the E-Commerce Market on the Firm Level: Qualitative Insights from the Russian Market

    Gogua, M., Rebiazina, V. & Smirnova, M., 2022, DIGITAL TRANSFORMATION AND GLOBAL SOCIETY, DTGS 2021. Alexandrov, D. A., Chugunov, A. V., Kabanov, Y., Koltsova, O., Musabirov, I., Pashakhin, S., Boukhanovsky, A. V. & Chugunov, A. V. (eds.). Springer Nature, p. 477-490 14 p. (Communications in Computer and Information Science; vol. 1503).

    Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

  4. Treating customers as individuals in online retail

    Головачева, К. С., Гогуа, М. М., Смирнова, М. М. & Алканова, О. Н., 2022, In: РОССИЙСКИЙ ЖУРНАЛ МЕНЕДЖМЕНТА. 20, 2, p. 224-246

    Research output: Contribution to journal › Article › peer-review

  5. 2021

  6. Costs and benefits of personalised marketing communication in online retail: The comparison of customer and business perspectives

    Гогуа, М. М., 8 Oct 2021, (Submitted).

    Research output: Contribution to conference › Abstract › peer-review

  7. Разработка алгоритма стратегии персонализации в маркетинговой деятельности розничных онлайн-магазинов

    Гогуа, М. М., 2021, In: ПРОБЛЕМЫ ТЕОРИИ И ПРАКТИКИ УПРАВЛЕНИЯ. 8, p. 161-176

    Research output: Contribution to journal › Article › peer-review

  8. 2020

  9. A critical review of digital capability frameworks: a consumer perspective

    Malchenko, Y., Gogua, M., Golovacheva, K., Smirnova, M. & Alkanova, O., 2 Dec 2020, In: Digital Policy, Regulation and Governance. 22, 4, p. 269-288 20 p.

    Research output: Contribution to journal › Review article › peer-review

  10. Revisiting personalization through customer experience journey

    Gogua, M. M. & Smirnova, M. M., 2020, In: ВЕСТНИК САНКТ-ПЕТЕРБУРГСКОГО УНИВЕРСИТЕТА. МЕНЕДЖМЕНТ. 19 (4), p. 430-460

    Research output: Contribution to journal › Article › peer-review

ID: 13814239