M-Commerce - Experiencing the Phygital Retail (Paperback)

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

Imprint:	Apple Academic Press Inc.
Country of origin:	Canada
Release date:	March 2021
First published:	2019
Editors:	Punita Duhan • Anurag Singh
Dimensions:	234 x 156mm (L x W)
Format:	Paperback
Pages:	418
ISBN-13:	978-1-77463-416-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > General
LSN:	1-77463-416-3
Barcode:	9781774634165

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