现货M-Commerce: Experiencing the Phygital Retail[9781771887144]

1187 九五品

库存6件

上海宝山

认证卖家担保交易快速发货售后保障

作者Duhan, Punita ; Singh, Anurag

出版社Apple Academic Press

ISBN9781771887144

出版时间2019-02

装帧精装

纸张其他

页数397页

正文语种英语

上书时间2023-06-30

已实名已认证进店收藏店铺

商品描述: 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 contemp