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The paper is devoted to the phenomenon of omni-channel in comparison with multi- and cross-channel approaches. The author assumes that the implementation of omni-channel technology is a critical factor by improving affective loyalty.
Original languageRussian
Pages43-48
StatePublished - 2019
Externally publishedYes

    Research areas

  • customer loyalty, marketing communications management, omnichannel, лояльность потребителей, омниканальность, управление маркетинговыми коммуникациями

ID: 78625907