This volume presents a pragmatic approach to understanding and
capitalizing on contemporary m-commerce trend. It comprehensively
encapsulates the evolution, emergent trends, hindrances and
challenges, and customer perceptions about various facets of how
physical and online retail channels are merging, blurring, and
influencing each other in new ways. The rapid rise of m-commerce
(or mobile commerce) has led to the emergence of new paradigms in
the marketplace. The difference between physical and digital retail
is diminishing, and a new "phygital retail" phenomenon is on the
rise. Marketers need to understand this emerging paradigm and
consider the new opportunities and challenges involved. This
volume, M-Commerce: Experiencing the Phygital Retail, provides a
comprehensive discussion of the contemporary m-commerce concepts
along with the emerging paradigms in a pragmatic way. It presents
empirical analyses and reviews on the myriad aspects of m-commerce,
including both contemporary academic and business research.
General
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